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.
How can too many face and heel turns cause fan apathy?
lessens the effect of such turns