# Cialdini Institute > The Cialdini Institute is the official home of Dr. Robert Cialdini's work on the science of ethical influence. Dr. Cialdini is Regents' Professor Emeritus of Psychology and Marketing and the author of Influence and Pre-Suasion, whose books have sold more than 7 million copies in 44 languages. The Institute teaches his 7 Principles of Persuasion through an assessment, online certification, workshops, keynotes and enterprise programs. Key facts: - The 7 Principles of Persuasion: Reciprocity, Commitment and Consistency, Social Proof, Authority, Liking, Scarcity and Unity. Unity was introduced in Pre-Suasion (2016) and added to the new and expanded edition of Influence (2021). - The Influence Assessment: a free profile (about 7 minutes), and a $49 Mastery Test (about 30 minutes). - The Cialdini Method (formerly Cialdini Certified Practitioner, CCP): self-paced online program, $1,497, with coaching; graduates earn the Cialdini Certified Practitioner credential. - Principles of Persuasion (POP) Workshop: two days, taught only by Cialdini Method Certified Trainers (CMCTs). - CMCT: the invitation-only faculty credential; CMCTs are trained by Dr. Cialdini and Dr. Gregory Neidert. - AI Cialdini: Dr. Cialdini's digital mind, an AI built by the Institute on his work, $29 a month. ## The 7 Principles - [Reciprocity](https://cialdini.com/principles/reciprocity): Give first. Receive more. - [Scarcity](https://cialdini.com/principles/scarcity): Less available. More desired. - [Authority](https://cialdini.com/principles/authority): Credible experts are persuasive. - [Commitment and Consistency](https://cialdini.com/principles/commitment-and-consistency): Small commitments lead to bigger ones. - [Liking](https://cialdini.com/principles/liking): People say yes to people they like. - [Social Proof](https://cialdini.com/principles/social-proof): People follow the lead of similar others. - [Unity](https://cialdini.com/principles/unity): Shared identity moves people. ## Concepts from the research - [Foot-in-the-Door Technique](https://cialdini.com/glossary/foot-in-the-door): Agreeing to a small request makes people more likely to agree to a larger, related one later. - [Door-in-the-Face Technique](https://cialdini.com/glossary/door-in-the-face): A large request that is refused, followed by a smaller one, makes the smaller one more likely to be accepted. - [Low-Ball Technique](https://cialdini.com/glossary/low-ball): Once people commit to a decision, they tend to stick with it even after its cost rises. - [That's-Not-All Technique](https://cialdini.com/glossary/thats-not-all): Adding something to an offer before the person has responded makes them more likely to accept it. - [The Contrast Principle](https://cialdini.com/glossary/contrast-principle): How we judge something depends on what we experienced just before it. - [Click, Whirr (Automatic Responses)](https://cialdini.com/glossary/click-whirr): People often respond to a single trigger feature automatically, without weighing the full information. - [Pre-Suasion](https://cialdini.com/glossary/pre-suasion): What a communicator does just before delivering a message shapes how it will be received. - [Descriptive and Injunctive Norms](https://cialdini.com/glossary/descriptive-and-injunctive-norms): What others do and what others approve of both guide behavior, sometimes in opposite directions. ## Applying the principles - [Social proof in sales: why the right reference beats the best pitch](https://cialdini.com/principles/social-proof/sales) - [Social proof in marketing: consensus beats claims](https://cialdini.com/principles/social-proof/marketers) - [Social proof in healthcare: describing the norm changes behavior](https://cialdini.com/principles/social-proof/healthcare) - [Reciprocity in sales: give first, and mean it](https://cialdini.com/principles/reciprocity/sales) - [Reciprocity in fundraising: the gift before the ask](https://cialdini.com/principles/reciprocity/nonprofits) - [Authority for leaders: credentials open the door, candour keeps it open](https://cialdini.com/principles/authority/executives) - [Authority in financial services: trust is the product](https://cialdini.com/principles/authority/financial-services) - [Scarcity in marketing: real constraints persuade, invented ones cost trust](https://cialdini.com/principles/scarcity/marketers) - [Scarcity in negotiation: what they stand to lose](https://cialdini.com/principles/scarcity/negotiators) ## Who we work with - [Executives and leaders](https://cialdini.com/for-executives) - [Sales teams](https://cialdini.com/for-sales) - [Marketers](https://cialdini.com/for-marketers) - [Negotiators](https://cialdini.com/for-negotiators) - [Founders and entrepreneurs](https://cialdini.com/for-entrepreneurs) - [Enterprise and L&D](https://cialdini.com/for-enterprise) - [Coaches and consultants](https://cialdini.com/for-coaches) - [Trainers (the CMCT path)](https://cialdini.com/for-trainers) - [Product teams](https://cialdini.com/for-product-teams) - [Creators](https://cialdini.com/for-creators) - [Educators](https://cialdini.com/for-educators) - [Healthcare](https://cialdini.com/for-healthcare) - [Financial services](https://cialdini.com/for-financial-services) - [Government and public sector](https://cialdini.com/for-government) - [Nonprofits](https://cialdini.com/for-nonprofits) ## Programs - [The Influence Assessment](https://assessment.cialdini.com): Measure how you use each of the 7 principles; free profile, paid Mastery Test. - [The Cialdini Method](https://cialdini.com/products/certified-practitioner): The self-paced online program in all seven principles; includes the Cialdini Certified Practitioner credential. - [AI Cialdini](https://cialdini.com/products/ai-cialdini): Dr. Cialdini's digital mind, for advice on a real pitch, negotiation or conversation. - [POP Workshop and events](https://cialdini.com/events): The two-day Principles of Persuasion Workshop, public and in-house. - [Enterprise training](https://cialdini.com/enterprise): Programs for teams and organizations. - [Keynote speaking](https://cialdini.com/keynotes): Booking Dr. Cialdini to speak. - [Find a trainer](https://cialdini.com/trainers): CMCT faculty and Cialdini Institute Licensed Trainers worldwide. ## About - [About Dr. Cialdini](https://cialdini.com/about): Biography, academic record and honors. - [Our team](https://cialdini.com/our-team): The people who run the Institute. - [Books](https://cialdini.com/books): Influence, Pre-Suasion, Yes! and The Small BIG, with other editions. - [Media and press](https://cialdini.com/media): Keynotes, interviews, podcasts and press coverage. - [Reviews](https://cialdini.com/reviews): What leaders, readers and participants say. - [FAQ](https://cialdini.com/faq): Common questions on training, certification, pricing and formats. - [Newsletter](https://cialdini.com/newsletter): Monthly, research-backed issues on ethical influence. - [Contact](https://cialdini.com/contact): One inbox for every inquiry.