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THE SMALL BIG, how small changes can make a big difference to your influence

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• How might policy makers go about persuading citizens to change their behaviour in ways that benefit the wider society? • What steps can a business take to capture their target audience’s attention, sway the undecided and convince customers to buy their products? • How can charities and social enterprises compete in a noisy, self-interested world that is already saturated with messages and competing information? • And how might you convince your boss you’re worth that pay rise, persuade your partner to put out the recycling, position yourself for that upcoming promotion or simply get your kids to put down the iPad for ten minutes and study for that test?

Whatever your role in life much of your success is dependent on your ability to effectively influence and persuade others. But how? In his first ever visit to the University of Cambridge world renowned and eminently respected persuasion researcher Dr. Robert Cialdini will explore some of the fundamental principles of the influence process, including insights from his latest book THE SMALL BIG , co-authored with long time collaborators Steve Martin and Noah Goldstein.

About the presenter Professor Robert Cialdini is a world renowned researcher in the field of influence, persuasion and human compliance. His original research has attracted the interest of world leaders, policy makers and senior executives as well as inspiring new generations of social scientists. His international bestselling books have sold close to 3 million copies, been rated as ‘Breakthrough Ideas for Business’ and are taught on executive programmes in Business Schools around the world.

He received his Ph.D from the University of North Carolina and post-doctoral training from Columbia University. He has held Visiting Scholar Appointments at Ohio State University, the University of California, the Annenberg School of Communications, and the Graduate School of Business of Stanford University. He is currently Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University.

In the field of influence and persuasion he is the world’s most cited living social scientist.

This talk is part of the CJBS Marketing Group Seminars series.

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