Regents' professor emeritus of psychology and marketing at Arizona State University who studies compliance and influence.
Influence organises the persuasion research into six principles - reciprocity, commitment and consistency, social proof, authority, liking, scarcity - each tested experimentally and observed in the field among salespeople, fundraisers and negotiators. Pre-Suasion adds the timing question: what an audience attends to immediately before a request changes how they answer it.
3 books of their own