The Profile Dossier: Robert Cialdini, the Master of Persuasion

“Attractiveness, similarity, compliments, contact, and cooperation can make a person more influential.”

Social psychologist Robert Cialdini has been called "The Godfather of Influence."

He has earned an international reputation as an expert in the field of persuasion, compliance, and negotiation. In other words, Cialdini is a master at understanding human incentives and behavior.

Through his research, Cialdini found that influence is based on six cornerston…