Most “addictive behaviour” (craving, anti-social acts, loss of responsibility (i.e. failure to maintain expected roles)), is more complex than a “self-medication” explanation of addiction allows. For instance, most people who become classical pictures of drug addicts have pre-existing social difficulties and often personality characteristics which seem to make them vulnerable to adopting deviant roles (see lectures on social deviance for more on this aspect). Much of the “craving” for drugs has been shown to occur when the drug-taking setting and accoutrements are present, indicating a conditioned expectation of the pharmacological activity (the “high”) related to the physical environment.