2009 Patricia F. Waller Lecture

News Release

March 26, 2009

CHAPEL HILL — Dr. Robert B. Cialdini, Professor of Psychology and Marketing at Arizona State University, will give a lecture on the University of North Carolina at Chapel Hill campus at 3 p.m. on Wednesday, April 15, 2009.

The talk, "The Power of Social versus Financial Factors in Behavior Change," will be held at the Stone Center Auditorium. A reception will follow the free public event.

Over 30 years of research into the subject has earned Dr. Cialdini an international reputation as an expert in the fields of persuasion, compliance, and negotiation. His lecture will focus on how persuasive communications that employ social norms-based appeals for pro-environmental behavior are superior to those that employ traditional appeals. His books including, Influence: Science & Practice, Influence: The Psychology of Persuasion, and Yes! 50 Scientifically Proven Ways To Be Persuasive are the results of his study into the reasons why people comply with requests in business

Dr. Cialdini received his Ph.D from the University of North Carolina and post doctoral training from Columbia University, with many visiting scholar appointments at top U.S. Universities. Currently, Dr. Cialdini holds dual appointments at Arizona State University as a W.P. Carey Distinguished Professor of Marketing and Regents' Professor of Psychology.

The lecture is held annually in memory of Dr. Patricia F. Waller, a UNC professor who founded the UNC Injury Prevention Research Center and was a pioneer in injury control. She worked for nearly two decades as a researcher at the UNC Highway Safety Research Center, where she developed the concept for graduated licensing that would become adopted nationwide.

The Waller lecture is sponsored jointly by the UNC Injury Prevention Research Center, the UNC Highway Safety Research Center and the UNC department of psychology, based in the College of Arts and Sciences.

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Event Flier (PDF 150 KB)

Media Contacts

Caroline Dickson

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