At times a character may "turn", altering their face/heel alignment. This may be an abrupt, surprising event, or it may slowly build up over time. It almost always is accomplished with a markable change in behavior on the part of the character. Some turns become defining points in a wrestler's career, as was the case when Hulk Hogan turned heel after being a top face for over a decade. Others may have no noticeable effect on the character's status. If a character repeatedly switches between being a face and heel, this lessens the effect of such turns, and may result in apathy from the audience. Vince McMahon is a good example of having more heel and face turns than anyone in WWE history.

What might a character do with their persona?