The book "The Small BIG" by Steve J. Martin emphasizes that the impact of influence is more determined by the surrounding environment and context rather than just the cognitive aspects of reasoning. This suggests that how information is framed and the psychological atmosphere in which it is received play crucial roles in shaping people's responses and decisions.

This perspective indicates that to effectively influence others, one must consider not just the content of the message but also the situational factors and emotional context that can enhance or diminish its effect. Thus, small changes made to the environment can lead to significant behavioral shifts.