certain role is more common. Self-presentation and altercasting clearly merge on this dimension. Interdependence vs Autonomy: the extent to which Ego projects Alter as being tied to him by bonds of common fate, perspective, or concurrence of interests. Degree of Freedom Allowed Alter: the range of behavior Ego allows Alter within the encounter. Each action is ultimately directed at narrowing Alter's choice of responses so as to increase the probability of eliciting the task response. Impact on society Altercasting messages are important to study, not only because they are prevalent in our society, but also because altercasting messages rely on the social psychological construct of social roles. With a free market we are pummeled with advertising daily, not all altercasting messages are driven this way, but a vast majority are used as advertising. As a society, we are exposed to as many as 5,000 advertisements a day. By no means are all of these directly connected to altercasting, yet a majority of advertisers are using sneaky tactics to sell products. For example, advertisers might say a 35-year-old woman should care about being a good mother. And, coincidentally a good mother has a big enough vehicle to drive her children and their friends around after soccer practice. Therefore, she should buy the newest van coming out. People identify themselves by what they buy, if they are manipulated into buying products—the way they see themselves can leave lasting impacts if they notice what is happening. Impact on the mind The mind fills in the roles we play by many factors; especially by the products we own. Behavior is subjective and case-by-case; the reasoning behind why we do something is still being developed. However, altercasting has been shown to have massive effects on behavior change. If behavior is changing, a link to psychological diseases like schizophrenia or multiple personality disorder could be one piece of the base explanation for these mental illnesses. Altercasting is a subgroup to the role theory. Some roles are naturally absorbed into a person's identity, while others are influenced and pressured to arise. The manipulation factor is contributed through altercasting. With altercasting, the manipulations of factors (positive and negative) must be present for certain roles to occur. Once accepted by individuals, roles exert a variety of social pressures on them to make certain that the roles are carried out. People must act in accordance with the roles to maintain