Robert B. Cialdini

Robert Cialdini is an American psychologist, Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University, and formerly a visiting professor at Stanford. He spent years training undercover in sales, fundraising and advertising to see persuasion from the inside, and the six principles he brought back from that work, among them reciprocity, social proof and scarcity, have shaped how marketing has been taught ever since.