Robert B. Cialdini Behavioral Research Lab

Behavioral Research Lab

The Robert B. Cialdini Behavioral Research Lab assists W. P. Carey Department of Marketing faculty, doctoral students and undergraduate students in developing and testing theories of consumer behavior. A core tenet of the lab is to enhance the realism and behavioral aspects of experimental research in order to improve both the fidelity of the research and the likelihood that the research provides insight into real consumer behavior. At the operational level, this means utilizing more realistic experimental manipulations and measuring actual behavior when possible. In addition, by employing undergraduate research assistants, the lab also aims to inspire future scholars to become more engaged in behavioral research both at ASU and beyond.

Each year, the Lab conducts over 10,000 hours of research and more than 200 separate behavioral experiments. The Robert B. Cialdini Behavioral Research Lab is efficient and flexible enough to accommodate nearly any experimental design. We use varied methods and cutting-edge technology to study real consumer behaviors.

Participate in a Research Study

Student volunteers are critical to the success of the Robert B. Cialdini Behavioral Research Lab and our marketing research overall. By taking part in an upcoming project, you can help the W. P. Carey School of Business, our students, and our faculty members deliver cutting-edge research with real-world impact.

Sign up today to participate in a future research study.


Andrea Morales, PhD, Faculty Director

Sienna Vasquez, Lab Coordinator

Consumer Behavior Faculty

Monika Lisjak, Assistant Professor of Marketing
Adriana Samper, Associate Professor of Marketing
Naomi Mandel, Yellow Corporation Professor of Marketing
Evan Weingarten, Assistant Professor of Marketing
Chaumanix Dutton, Assistant Professor
Neeru Paharia, Professor

Recent Publications by our Researchers:

Vadakkepatt, G. Martin, K., Arora, S. Paharia, N. (2022) "Shedding Light on the Dark Side of Firm Lobbying: A Customer Perspective," Journal of Marketing 86(3), pp.79-97

Ordabayeva, Nailya and Monika Lisjak (2022), "Perceiving, Coping With, and Changing Economic Inequality in the Marketplace," Journal of Consumer Psychology, 32 (1), 165-174.

Sun, J., Bellezza, S. and Paharia, N., (2021) "Buy Less, Buy Luxury: Understanding and Overcoming Product Durability Neglect for Sustainable Consumption," Journal of Marketing 85(3), pp.28-43

Mandel, Naomi, Monika Lisjak, and Qin Wang (2021), "Compensatory Routes to Object Attachment," Current Opinion in Psychology, 39 (June), 55-59.

Weingarten, Evan, Sudeep Bhatia, and Barbara A. Mellers (2019), "Multiple Goals as Reference Points: One Failure Makes Everything Else Feel Worse," Management Science, 65 (7).

Brannon, Daniel, and Adriana Samper (2018), “Maybe I Just Got (Un)lucky: One-on-One Conversations and the Malleability of Post-Consumption Product and Service Evaluations,” Journal of Consumer Research, 45 (December), 810–32.

Samper, Adriana, Linyun Yang, and Michelle Daniels (2018), “Beauty, Effort, and Misrepresentation: How Beauty Work Affects Judgments of Moral Character and Consumer Preferences,” Journal of Consumer Research, 45 (June), 126–47.

Mandel, Naomi, Derek D. Rucker, Jonathan Levav, and Adam D. Galinsky (2017), “The Compensatory Consumer Behavior Model: How Self-Discrepancies Drive Consumer Behavior,” Journal of Consumer Psychology, 27(1), 133-146.

Morales, Andrea C., On Amir, and Leonard Lee (2017), “A Tutorial in Consumer Research: Keeping it Real in Experimental Research – Understanding When, Where, and How to Enhance Realism and Measure Consumer Behavior,” Journal of Consumer Research, 44 (2), 465–476.

Wu, Freeman, Adriana Samper, Andrea C. Morales, and Gavan J. Fitzsimons (2017), “It’s Too Pretty to Use! When and How Enhanced Product Aesthetics Discourage Usage and Lower Consumption Enjoyment,” Journal of Consumer Research, 44 (October), 651-72.

Lisjak, Monika, Andrea Bonezzi, Soo Kim, and Derek D. Rucker (2015), "Perils of Compensatory Consumption: Within-Domain Compensation Undermines Subsequent Self-Regulation," Journal of Consumer Research, 41 (February), 1186-1203.

About Robert B. Cialdini

Robert Cialdini has spent his entire career researching the science of influence, earning an international reputation as an expert in the fields of persuasion, compliance, and negotiation.

His books, including Influence: Science & Practice and Pre-Suasion: A Revolutionary Way to Influence and Persuade, are the result of decades of peer-reviewed research on why people comply with requests. Influence has sold over three million copies in more than 30 languages and is a New York Times bestseller. Cialdini’s cutting-edge research and ethical business and policy applications have led to him being frequently regarded as the “Godfather of influence.”

Cialdini received his doctorate from the University of North Carolina and postdoctoral training from Columbia University. He has held visiting scholar appointments at Ohio State University and Stanford University, among other institutions, and he serves as Regents’ Professor Emeritus of Psychology and Marketing at ASU.

As CEO and president of Influence at Work, Cialdini focuses on ethical influence training, corporate keynote programs, and the Cialdini Method Certified Trainer program. Notable clients include Google, Microsoft, Cisco Systems, Bayer, Coca Cola, KPMG, AstraZeneca, Ericsson, Kodak, Merrill Lynch, Nationwide Insurance, Pfizer, AAA, Northern Trust, IBM, Prudential, The Mayo Clinic, GlaxoSmithKline, Kimberly-Clark, Harvard Kennedy School, The Weather Channel, the United States Department of Justice, and NATO.

Thank you to our donors for investing in the Robert B. Cialdini Behavioral Research Lab!

  • Robert Cialdini and Bobette Gorden
  • Core Construction
  • Burton Family Foundation
  • Dircks Moving & Logistics
  • A. B. Farrington Foundation
  • The Hobbs Family
  • Randy and Ken Kendrick
  • J. W. Kieckhefer Foundation, E. P. “Gene” Polk
  • Charles “Nap” and Barbara Lawrence
  • Frank and Mary Labriola
  • Lonnie L. Ostrom, PhD
  • John D. Richardson, CFA
  • Theresa and J. W. “Bill” Wilhoit

Contact us

Behavioral Research Lab
BAC 460