'Influence,' the groundbreaking book about the universal skill, turns 40

W. P. Carey celebrates Robert Cialdini's legacy and partnership with ASU to offer the Cialdini Certified Practitioner program.

When Robert Cialdini joined the Department of Psychology at ASU in 1971, he delved into the complexities of consumer behavior and the science of ethical influence. Little did he know, 40 years later, that he would be known as the "Godfather of influence" for his groundbreaking international bestseller Influence: The Psychology of Persuasion, which has sold more than 5 million copies.

Building on his legacy of understanding and teaching persuasion, Cialdini, Regents Professor Emeritus of psychology and marketing at ASU, recently founded the Cialdini Institute to share his knowledge. Successful business experts from Warren Buffett to Alex Hormozi to Gwyneth Paltrow to Tim Ferriss have praised Cialdini's groundbreaking work, which forms the basis of the institute's Cialdini Certified Practitioner program — the only certified online course based on his principles. As part of a new partnership, W. P. Carey is proud to promote the practitioner program, highlighting the meaningful collaboration that connects to the origins of Cialdini's influential work at ASU.

Reflecting on his career, Cialdini says his greatest ambition is "to equip individuals with the ethical tools of influence."

Founding the Cialdini Institute and partnering with ASU to offer the Certified Practitioner program is my way of securing this legacy, ensuring that the principles of persuasion continue to empower future generations and shape the future of influence and persuasion."

The World Economic Forum and Forbes recognize ethical persuasion and social influence as top power skills. The Cialdini Certified Practitioner program is strategically designed to equip professionals with these tools, which are science-based, practical, and relevant, necessary for success in today's fast-paced and competitive environment.

Mastering ethical persuasion

The Cialdini Certified Practitioner program is a self-paced course with 12 in-depth teaching sessions and 12 live collaboration sessions. It focuses on the ethical application of the seven principles of persuasion and provides participants with an official certificate signed by Cialdini. The program aims to convert theoretical knowledge from Cialdini's books into practical, persuasive actions, offering science-based exercises, sensible solutions, and new scientific conclusions.

"Millions of people have read Dr. Cialdini's book. This program will teach you a systematic approach to apply his powerful principles in the most efficient, effective, and ethical way, making you even more successful than you already are," says Bas Wouters, the global CEO of the Cialdini Institute.

"I've seen the application of Dr. Cialdini's principles have an immense impact on the communication and success skills of sales, marketing, human resources, and other executive leadership teams worldwide. Despite the 40 years since their discovery, they've never been more relevant to our decision-making than they are today," says Chris Phelps, CEO USA of Cialdini Institute.

It has been extremely gratifying to me that those who have competed in the Cialdini Certified Practitioner program favorably evaluated its impact on their persuasive success. I couldn't be more pleased by these positive outcomes.

— Robert B. Cialdini, New York Times bestselling author of 'Influence' and 'Pre-Suasion'

"With a mission to grow talent to enrich and lead organizations and an emphasis on expanding our executive education footprint, we at W. P. Carey are excited to help spread awareness of this opportunity to learn from the Godfather of Influence through the Cialdini Certified Practitioner program," says Amy Ostrom, vice dean, PetSmart Chair in Services Leadership, and professor of marketing. "From conducting groundbreaking research to disseminating insights through his book Influence, to providing outstanding training to educate people on how to apply those insights effectively and ethically, Bob is a role model for how scholars can make a difference on a global scale."

Behavioral breakthroughs

In 2019, the W. P. Carey School announced a gift from Cialdini and his spouse, Bobette Gorden, to name the Robert B. Cialdini Behavioral Research Lab, which focuses on understanding consumer behavior: What moves consumers to buy certain products, brand loyalty, green attitudes, and other concerns that affect companies, products, and customers. Housed in the W. P. Carey School's Department of Marketing, the lab is vital in helping faculty and doctoral students conduct cutting-edge and impactful research routinely published in top academic journals. The lab conducts nearly 10,000 research hours yearly and more than 200 separate behavioral experiments.

Cialdini has spent his entire career researching the science of influence, earning an international reputation as an expert in persuasion, compliance, and negotiation. Outside the classroom, he also authored The New York Times bestseller Pre-Suasion: A Revolutionary Way to Influence and Persuade.

Years ago, Cialdini started helping organizations apply the science of ethical influence, focusing on ethical influence training, corporate keynote programs, and the Cialdini Method Certified Trainer program. Notable clients include Google, Microsoft, BAE Systems, Nationwide Insurance, Twitter, Pfizer, Mutual of Omaha, RE/MAX, AstraZeneca, World Economic Forum, Thomson Reuters, Kimberly-Clark, Harvard Kennedy School, the United States Department of Justice, and NATO.

As his work evolved, he launched the Cialdini Institute, and with his online, on-demand Cialdini Certified Practitioner program, he continues his mission of enhancing individuals' influence skills.

Learn more and register

Learn more about the Cialdini Certified Practitioner program and register here.

Just as Cialdini's work has influenced millions globally, the Cialdini Certified Practitioner program will allow you to join the elite of ethical influencers. As Cialdini aptly says, "People want to follow those who know where they are going."