Robert Cialdini

Influence; six principles of persuasion.

Emeritus professor of psychology and marketing at Arizona State University, Cialdini spent decades studying compliance and persuasion in real-world settings. His 1984 book 'Influence: The Psychology of Persuasion' became a foundational text in behavioural science, marketing, and negotiation. He later added a seventh principle, unity, in his 2016 follow-up 'Pre-Suasion'.