The Power of Persuasion and Pre-Suasion to Create Change

In his presentation, Robert B. Cialdini argues that the best persuaders gain a singular kind of persuasive traction by arranging for recipients to be sympathetic to a message before experiencing it, which he calls the process of pre-suasion.
Robert B. Cialdini is Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University. He has been elected president of the Society of Personality and Social Psychology and to membership in the National Academy of Science as well as to the American Academy of Arts and Sciences. He is the recipient of the Distinguished Scientific Achievement Award of the Society for Consumer Psychology, the Donald T. Campbell Award for Distinguished Contributions to Social Psychology, the Peitho Award for Distinguished Contributions to the Science of Social Influence, The Lifetime Contributions Award of the Western Psychological Association, and the Distinguished Scientist Award of the Society of Experimental Social Psychology.
Professor Cialdini’s book Influence has sold over 5 million copies while appearing in numerous editions and 44 languages. His more recent book Pre-Suasion was an immediate New York Times, Wall Street Journal, and Publisher’s Weekly bestseller.
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