What is "altercasting"

Altercasting is a theory created by Eugene Weinstein and Paul Deutschberger in 1963. The theory relies on the concept of persuasion. Using many tactics, it is generally easy to pull off. The goal of altercasting is to project an identity, (to be assumed by other(s) with whom one is in interaction), which is congruent with one's own goals. Because of the flexibility of altercasting, it is used frequently in advertising and health promotion. Through psychological, societal, and unnoticed manipulation; an individual's likelihood of playing out a specific social role is more inclined to happen.