Are you altercasting your visitor?

Neuro Usability Insight #20

“Altercasting is defined as projecting an identity, to be assumed by other(s) with whom one is in interaction, which in congruent with one’s own goals.”

– Weinstein & Deutschberger

According to altercasting you can encourage people to behave in a desired manner by stimulating a specific social role (for example: sporter, UX expert, grandfather, co-worker). By directing people into a social role you automatically activate the behavior that you want to stimulate, because people are inclined to behave according to the specific social role. There are two types of altercasting:

1. Manded altercasting
A explicit form of altercating in which a new or existing role is made more prominent and told directly to people. (“You as a mom should …”)

2. Tact altercasting
A more passive and implicit form, in which acting in certain ways could tigger others to take a specific (counter)role. (Seeing a helpless elderly man on the sidewalk can trigger the helper in you).

How to apply

You as a marketer can use altercasting in different ways:

Visually displaying the situation which will trigger the desired (counter-)social role (charities can encourage to volunteer or donate by showing people in situations where they need help.)
Directly speak to people by mentioning the social role that applies to them.

neuro usability insight 20 example 2