Certified Practitioner Program (CCP)
Earn the CCP credential and gain deep mastery of the 7 Principles — for your own practice and as a foundation for teaching influence science.
See the certificationFor Educators & Academics
The science of persuasion — from the classroom to the research lab.
Students can recite the material perfectly and still not apply any of it.
Every educator who teaches persuasion meets the same gap: knowing a principle is not using it. The Institute supports both halves, your teaching and your own practice in front of a room, with the original research behind each principle.
Why Educators Choose Cialdini
What the research gives your teaching
Students test a claim by asking where it came from. Here the answer is a published study, which changes how the material lands.
01
A room that participates
Engagement is not a personality trait of a cohort. Liking and Unity describe the conditions under which a group decides to take part.
02
Credibility with a sceptical cohort
Students grant attention before they grant belief. Authority and Social Proof are what they are weighing in the first sessions.
03
The primary sources, not the summaries
Access the original research behind the seven principles — the actual studies, for teaching and for citation.
04
Teaching persuasion without teaching manipulation
The distinction is the hardest part of this material to teach well. The Institute's framing makes the ethical line explicit rather than implied.
In the Room
Learned with peers, not from a lecture.
The POP Workshop is two days of hands-on work at round tables. Participants work through each principle together and practise it on situations from their own work.
Recommended Programs
For your syllabus and your practice
Start with the texts you assign; add the credential when you want your own practice to carry the same weight.
Books by Dr. Cialdini
Influence and Pre-Suasion are essential texts for any course on persuasion, social psychology, marketing, or behavioral economics.
Browse BooksYour Next Step
Teach the material from its primary source.
Course materials, the underlying studies, and a certification route for faculty. Tell us what you teach and we will point you at the right one.