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The marketing audit: a new perspective on library services and products

P J Wakeley1, C Poole, E C Foster

  • 1Information Services Department, American Hospital Association, Chicago, Illinois 60611.

Bulletin of the Medical Library Association
|October 1, 1988
PubMed

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Altercasting is a strategic communication technique in which an individual imposes a specific identity or social role onto another person to influence their behavior and shape the interaction. By presuming a role—such as “responsible leader” or “patient person”—altercasting encourages the target to conform to that identity, often aligning their behavior with the expectations associated with the role. The power of this tactic lies in its subtlety; once a role is assigned, it becomes socially...