Social deprivation in infants and children leads to dramatic behavioural deficits [1] as evident in the behaviour of Romanian orphans.[29] In a consumer behaviour context, vicarious learning which involves changing behaviour by having an individual observe the actions of another and witness the consequences of that behaviour, is used to develop new responses and inhibit undesired behaviours. The former is done through educating consumers in product uses i.e. through product demonstrations and increasing attention to the message i.e. through celebrity endorsement.[30]