•It starts to become a significant part of someone’s identity•This labelling can involve shame, stigma and social isolation. People may come to see a person only in terms of the label their ‘master status’ – criminal, thief, junkie etc.•This can provoke a crisis in identity for the individual. One way to resolve this is for the individual to accept the deviant label and act as the world expects them to – creating a self-fulfilling prophecy.