Robert Cialdini is an American psychologist and expert in the psychology of influence and persuasion. He is best known for his book "Influence: The Psychology of Persuasion", in which he describes six principles of persuasion and explains how they can be applied in everyday life. In neuromarketing, Cialdini's six principles of persuasion, which are: Reciprocity, Consistency, Social Provenance, Likeability, Authority and Scarcity, can also be applied in advertising and marketing to persuade consumers and influence their behaviour.

For example, the principle of reciprocity can be used to persuade customers by offering them small gifts or offers that give them the feeling that they have been given something and should give something back. The principle of scarcity can be used to create a sense of urgency by offering limited offers or promotions that create a sense of loss if they are not used.

Cialdini's principles of persuasion are an important part of neuromarketing as they address the human psyche and behaviour. By applying these principles, market researchers and advertisers can better tailor their marketing strategies and campaigns to the needs and desires of consumers and achieve better interaction with their target groups.