A leading social psychologist who has written books about persuasion will discuss how to get people to work together for a common goal at the University of Richmond’s Jepson Leadership Forum Feb. 17.

Robert B. Cialdini, professor of psychology and marketing at Arizona State University, will speak at 7 p.m. in Jepson Alumni Center. His talk is open to the public at no charge, but tickets are required. They can be reserved at 804-289-8980 or online at modlin.richmond.edu.

Continuing the forum's 2009–10 theme, "The Common Good," Cialdini will discuss "the influence process," a set of principles such as reciprocation, commitment and social validation that define a leader's capacity to generate and manage change. He will consider such questions as how to build relationships to facilitate goals, how to make rivals want to work together, and how to help seemingly unrelated, angry people accomplish meaningful goals together.

Cialdini is author of “Influence: Science and Practice,” “Influence: The Psychology of Persuasion” and “Yes! 50 Scientifically Proven Ways to Be Persuasive.”