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Robert Cialdini

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Robert B. Cialdini
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Dr. Robert B. Cialdini
Born (1945-04-27) April 27, 1945 (age 79)
Occupation(s)Psychologist
Author

Robert B. Cialdini is a social psychologist who is currently a Regents' Professor of Psychology and a W.P. Carey Distinguished Professor of Marketing at Arizona State University where he has also been named Distinguished Graduate Research Professor.

His books Influence: Science and Practice and Influence: The Psychology of Persuasion are the result of years of study into the reasons that people comply with requests in business and other settings. Together, they have sold over a million copies and have been translated into twenty languages and consistently ranks within the top one half of one percent of books sold on Amazon.com. Influence has been listed on the New York Times Business Best Seller List. Fortune Magazine lists Influence in their “75 Smartest Business Books.”

In the field of influence and persuasion, Dr. Cialdini is the most cited social psychologist in the world today.[1]

Cialdini's research into Social Norms (see research article: Schultz P W et al; Psychological Science, Vol 18; issue 5 pgs 429-34; The Constructive, Destructive and Reconstructive Power of Social Norms; Cialdini, R. B. et al (1991) amongst others) was referred to by David Cameron during his speech on innovation at the National Endowment for Science, Technology and the Arts (NESTA).[1]

Dr. Cialdini is President of Influence At Work, an international consulting, strategic planning and training organization based on the Six Principles of Influence.

Dr. Cialdini’s clients include such organizations as Advanta, IBM, Washington Mutual Group of Funds, Coca-Cola, KPMG, AstraZeneca, Ericsson, Kodak, Merrill Lynch, Nationwide Insurance, Pfizer, Northern Trust, Prudential Financial, Mayo Clinic, Glaxo Wellcome, Harvard University – Kennedy School, The Weather Channel (United States), United States Department of Justice, NATO, Microsoft and Charles Schwab Corp..

Influence

Dr Robert Cialdini is best known for his popular book on persuasion and marketing, Influence: The Psychology of Persuasion (ISBN 0-688-12816-5). His book has also been published as a textbook under the title Influence: Science and Practice (ISBN 0-321-01147-3). In writing the book, he spent three years going “undercover” applying for jobs and training at used car dealerships, fund-raising organizations, telemarketing firms and the like, observing real-life situations of persuasion. The book also reviews many of the most important theories and experiments in social psychology. Harvard Business Review lists Dr. Cialdini's research in “Breakthrough Ideas for Today's Business Agenda”.

His most recent work, Yes! 50 Secrets from the Science of Persuasion ISBN 978-184668-016-8 co-authored with Dr. Noah Goldstein and Steve J. Martin is a collection of chapters providing insights on how to apply the science of persuasion to be more effective at influencing others at work and in personal situations.

Dr. Cialdini also has a DVD and audio CD available at his Influence At Work website.

Six “Weapons of Influence"

Cialdini defines six “weapons of influence”:

  • Reciprocation - People tend to return a favor. Thus, the pervasiveness of free samples in marketing. In his conferences, he often uses the example of Ethiopia providing thousands of dollars in humanitarian aid to Mexico just after the 1985 earthquake, despite Ethiopia suffering from a crippling famine and civil war at the time. Ethiopia had been reciprocating for the diplomatic support Mexico provided when Italy invaded Ethiopia in 1937.
  • Commitment and Consistency - If people commit, orally or in writing, to an idea or goal, they are more likely to honor that commitment. Even if the original incentive or motivation is removed after they have already agreed, they will continue to honor the agreement. For example, in car sales, suddenly raising the price at the last moment works because the buyer has already decided to buy. See cognitive dissonance.
  • Social Proof - People will do things that they see other people are doing. For example, in one experiment, one or more confederates would look up into the sky; bystanders would then look up into the sky to see what they were seeing. At one point this experiment aborted, as so many people were looking up that they stopped traffic. See conformity, and the Asch conformity experiments.
  • Authority - People will tend to obey authority figures, even if they are asked to perform objectionable acts. Cialdini cites incidents, such as the Milgram experiments in the early 1960s and the My Lai massacre.
  • Liking - People are easily persuaded by other people that they like. Cialdini cites the marketing of Tupperware in what might now be called viral marketing. People were more likely to buy if they liked the person selling it to them. Some of the many biases favoring more attractive people are discussed. See physical attractiveness stereotype.
  • Scarcity - Perceived scarcity will generate demand. For example, saying offers are available for a "limited time only" encourages sales.

Selected publications

  • Cialdini, R.B., Wosinska, W., Barrett, D.W., Butner, J. & Gornik-Durose, M. (1999). Compliance with a request in two cultures: The differential influence of social proof and commitment/consistency on collectivists and individualists. Personality and Social Psychology Bulletin 25, 1242-1253.
  • Cialdini, R. B., Sagarin, B. J., & Rice, W. E. (2001). Training in ethical influence. In J. Darley, D. Messick, and T. Tyler (Eds.). Social influences on ethical behavior in organizations (pp. 137-153). Mahwah, NJ: Erlbaum.
  • Cialdini, R. B. (2001, February). The science of persuasion. Scientific American, 284, 76-81.
  • Cialdini, R. B. (2001). Influence: Science and practice (4th ed.). Boston: Allyn & Bacon.
  • Kenrick, D. T., Neuberg, S. L., & Cialdini, R. B. (2002) Social Psychology: Unraveling the Mystery (2nd Ed.). Boston: Allyn & Bacon
  • Guadagno, R. E., & Cialdini, R. B. (2002). On-line persuasion: An examination of differences in computer-mediated interpersonal influence. Group Dynamics: Theory, Research and Practice, 6, 38-51.
  • Sagarin, B. J., Cialdini, R. B., Rice, W. E., & Serna, S. B. (2002). Dispelling the illusion of invulnerability: The motivations and mechanisms of resistance to persuasion. Journal of Personality and Social Psychology, 83, 526-541.

References

  1. ^ "Bob Cialdini Professional Profile". Retrieved 2007-10-30.
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