Robert Cialdini

Robert Cialdini ek American social psychologist aur lekhak hain, jo persuasion yaani logon ko prabhavit karne ke vigyan par apne kaam ke liye jaane jaate hain. Unka janam 1945 mein hua. Ve Arizona State University mein psychology aur marketing ke professor rahe aur ab wahan professor emeritus hain.

Cialdini ne apne research ke liye sirf lab experiments par bharosa nahi kiya. Unhone salesmen, fundraisers aur advertisers jaise logon ke beech jaakar unke tareeke qareeb se dekhe, taaki samajh sakein ki asal zindagi mein log kis tarah "haan" kehne ke liye prerit hote hain.

1984 mein chhapi unki kitab 'Influence: The Psychology of Persuasion' mein unhone prabhav ke chhah siddhant bataye: reciprocity, commitment aur consistency, social proof, authority, liking aur scarcity. Baad ke edition mein unhone "unity" naam ka saatvan siddhant joda. 2016 mein aayi 'Pre-Suasion' batati hai ki kisi sandesh se theek pehle ka pal aur mahaul bhi uske asar ko badal deta hai.

Marketing, sales aur management mein unke vichar kaafi istemal hote hain, aur Cialdini ne khud in tareekon ke naitik upyog par zor diya hai. HindiAudiobook.com par unki 'Influence' aur 'Pre-Suasion' Hindi mein sun sakte hain.