Robert Merton developed strain theory based on Emile Durkheim's concept of anomie. Durkheim argued that a lack of social norms and values, or "normlessness", during periods of social change could lead to suicide. Merton expanded on this, arguing that the cultural goals of American society, like the pursuit of wealth, could create strain when there were limited legitimate opportunities and means to achieve those goals within the social structure. This strain could lead people to adapt in different ways, including through conformity, innovation (crime), ritualism, retreatism (withdrawal), or rebellion. Merton's theory helped explain deviance as a result of the relationship between cultural goals and social opportunities in American society.