Message makers have a habit of overestimating the importance of the personality of the person they are trying to influence and underestimating the power of the surrounding situation or context.
Sam Sommers, the author of Situations Matter: Understanding How Context Transforms Your World, tells us that “everyday . . . we overlook the enormous power of situations or context in our lives. Just as a museum visitor neglects to notice the frame around a painting, so do most people miss the influence of ordinary situations on the way they think and act.“112