The only certification
Dr. Cialdini signs.
Get more yeses — on purpose, and without manipulation. You will learn to read which of the seven principles a situation is asking for, and apply it, in the deals and conversations you are already having.
Dr. Cialdini guides you through more than 100 short videos across eleven modules, built on four decades of peer-reviewed research. Twenty-one hours, self-paced, and it ends with the only practitioner certificate he signs.
One-time $1,497 · Self-paced online · Certificate signed by Dr. Cialdini
At a glance
- Who it's for
- Sales, marketing, leadership, HR, consulting and coaching professionals
- Format
- Self-paced online · 11 modules and a final exam
- Length
- 21 hours · 100+ short videos with Dr. Cialdini
- You get
- Certificate signed by Dr. Cialdini, digital badge and a personal Action Plan
- Price
- $1,497 one-time
Learn directly from the science, not a knock-off.
The CCP curriculum is built on the work of Dr. Robert Cialdini — Regents' Professor Emeritus at Arizona State University and the researcher who defined the modern science of influence. His books Influence and Pre-Suasion have sold more than seven million copies in 44 languages.
Dr. Cialdini teaches the program himself, on video, so the principles you learn are drawn from the source rather than a second-hand summary. It is the only official online Cialdini program.
His Harvard Business Review article “Harnessing the Science of Persuasion” was selected for HBR at 100, the magazine's collection of the 30 most influential articles from its first century.
From what you've read to what you do.
Perhaps you've read Influence or Pre-Suasion. The program is the next step: it turns what the books explain into persuasive action on the challenges you are facing now.
- 100+ short videos. Dr. Cialdini guides you through every principle.
- Activators and amplifiers. What switches each principle on, and what makes it stronger.
- Your own cases. Science-based exercises on your real influence challenges, not hypotheticals.
- A personal Action Plan. Built module by module, so you can apply each principle straight away.
- Dozens of business examples. And the most common persuasion mistakes, with how to avoid them.
Eleven modules and a final exam.
Foundations and process first, then one module per principle — each with its activators, amplifiers and your Action Plan — ending with ethics and the exam. Twenty-one hours, at your own pace.
A solid foundation
Why persuasion is one of the most valuable skills in professional life, and the core insights from the science of influence that everything else builds on.
Efficient, effective and ethical persuasion
The science-based processes for applying the principles — and how to apply them ethically.
It’s what you do before you do what you do that counts
The contrast phenomenon, and how to use it as an amplifier for each of the seven principles.
We say yes to people we owe
The science of reciprocity and its practical applications — and the first of the activators and amplifiers that engage and boost every principle.
We say yes to people we like
Novel, nuanced uses of liking in negotiation and other persuasive situations, installed into your personal Action Plan.
We say yes to people who are “of us”
The principle Dr. Cialdini added to the expanded edition of Influence in 2021: harnessing shared identity, the feeling of “we”.
We say yes if people like us do, too
Leveraging social proof online and offline, and avoiding the common mistakes even major brands make.
We say yes if trustworthy experts recommend it
The science behind authority and how to establish it efficiently, effectively and ethically.
We say yes to what fits what we’ve already said or done
What activates the drive to be consistent with existing commitments, and how to build it into everyday requests.
We say yes to what is limited
Why the fear of missing out moves people — including the case of a product that usually sold for $3.95 selling for $250.
True, natural, and wise for all concerned
A return to the program’s most important theme: applying the principles in ways that are honest and good for everyone involved.
Online assessment
About 30–45 minutes, testing how well you apply what you’ve learned rather than what you can recall. Pass with 70% to earn your certificate.
Stuck on a module? Ask AI Bob.
Dr. Cialdini's digital mind, built on the same research as the course. Ask it to explain a lesson another way or apply a principle to your own work. $29 a month, sold separately.
The official certificate, signed by Dr. Cialdini.
Pass the final exam and you become a Cialdini Certified Practitioner — a lasting confirmation of your expertise in the science and ethical application of persuasion. Authority is one of the seven principles; the program shows you why a credential like this one carries it.
- Signed byDr. Robert Cialdini and Samir Patel
- Earned byPassing the final exam (70%)
- TitleCialdini® Certified Practitioner
Seven principles, in the order that works.
Knowing the principles is half the skill. The other half is knowing which one a moment calls for. Dr. Gregory Neidert's Core Motives Model answers that: every attempt to persuade moves through three stages, and each stage has principles that do the work.
“Indispensable in understanding why and how to most effectively apply the Principles of Persuasion.”
- STAGE 01
Cultivate the relationship
Are they open to you?
People listen to those who have given first and whom they like. Start here, before any request.
- STAGE 02
Reduce uncertainty
Are they sure it’s right?
When a choice feels risky, people look to what others like them have done, and to credible experts.
- STAGE 03
Motivate action
Will they act now?
Agreement becomes a decision when it fits what people have already committed to, and what they stand to lose by waiting.
Unity — shared identity moves people. Dr. Cialdini introduced it in Pre-Suasion (2016), after the model was published, so it is taught alongside the three stages rather than inside one.
Model: Dr. Gregory Neidert
In their own words.
Dr. Cialdini's books hold a 4.6/5 rating from 24,000+ Amazon readers, and 1,033 people have left named reviews of his work and the Institute's programs. Here is what people who have taken the program say about what they took back to their work — read more verified reviews.
Are you the one who has to win the yes?
Then you are who this program was built for — the people whose work depends on persuading, whether that means closing deals, leading a team, or raising online conversions.
- C-level decision-makers
- Managers
- Sales professionals
- Marketing professionals
- Online professionals
- Business consultants
- Coaches
- HR professionals
- Financial experts
- Communications professionals
- Negotiation experts
Skip the years of trial and error.
Most professionals learn influence the slow way: one stalled deal, one unconvinced committee at a time. The certification gives you the research behind every yes, from its source, for a single one-time payment of $1,497.
Every path below leads to the same credential, signed by Dr. Cialdini, whose books readers rate 4.6/5 across 24,000+ Amazon ratings.
Self-Paced
one-time investment
The full certification, online and at your own pace, from the first module to the final exam.
- 21 hours of on-demand video content
- 100+ short videos with Dr. Cialdini
- 11 modules and a personal Action Plan
- Science-based exercises on your own cases
- Online final exam
- Certificate signed by Dr. Cialdini
- Digital badge for CCP recognition
Self-Paced + Coaching
tailored pricing
Everything in Self-Paced, plus personal coaching sessions to apply principles to your challenges.
- Everything in Self-Paced
- 1-on-1 coaching sessions
- Custom application exercises
- Direct strategy feedback
- Priority support
Team & Enterprise
volume pricing available
Tailored for teams and organizations with industry-specific content, workshops, and live sessions.
- Everything in Coaching tier
- Custom industry case studies
- Team workshops & exercises
- Organizational influence audit
- Executive briefing included
- Live instructor-led option
Not sure where you stand? Find out in about 12 minutes.
You can't improve what you haven't measured. The Influence Assessment scores how you use each of the seven principles, so you know exactly what the certification will sharpen before you enroll. Or browse all Cialdini Institute training programs to find the right fit.
Before you enroll.
The program is 21 hours of video content across eleven modules, taken online at your own pace.
It is an online exam of about 30–45 minutes. The questions test how well you apply what you’ve learned in the modules rather than what you can recall, and you pass with 70%.
Dr. Robert Cialdini, in more than 100 short videos. It is the only official online Cialdini program.
The Coaching and Team & Enterprise options add direct support on top of the self-paced program. Get in touch and we will match the right option to your goals.
Yes. If your company needs documentation for reimbursement or wants to enroll several people, contact us and we will arrange it.
Become a Cialdini Certified Practitioner.
Join the professionals who learned the seven principles from the scientist who identified them, and now apply them on purpose, for a one-time $1,497.
His books rated 4.6/5 on Amazon · 21 hours · Certificate signed by Dr. Cialdini