Abstract
In order to understand the special class of situations in which a potential deviant initiates the labeling process against himself, it is useful to conceive of deviance as a role rather than behavior thought to violate a single norm. Five important implications of role theory for deviance theory are specified. It is then explained and illustrated how deviance avowal can be adopted as the lesser evil in three kinds of situations: forced choice between group loyalties, the necessity to neutralize social pressures, and the necessity to neutralize personal commitment to conventional values. Deviance avowal is usually accompanied by deviant-role reorientation.