The 71-year-old Robert B. Cialdini , professor at the University of Arizona, US, talks about the inspiration behind both his books
More than 30 years ago, a young assistant professor of psychology at the Arizona State University came to the notice of the business world with his book Influence: The Psychology Of Persuasion. Robert B. Cialdini had done extensive academic research, and had also worked undercover in several professions that persuade, like car sales and insurance, to observe first-hand what works and what doesn’t in matters of persuasion. The six principles of persuasion set out in the book have since become classic tools. Cialdini is now back with his second book, Pre-suasion: A Revolutionary Way To Influence And Persuade, which examines the context of persuasion.