Attention seeking (also called drawing attention or garnering attention) is behaving in a way which is in pursuit of attention from others. The attention they receive gives them a good feeling and boosts their self-esteem and self-worth. Where such behaviour is excessive and inappropriate, the term is often used pejoratively in respect of children's behaviour in front of peers, or negative domestic interactions. Enjoying the attention of others is socially acceptable in some situations. In some instances, however, the need for attention can lead to difficulties and may highlight underlying ones. As a tactical device, it is used in combat, theatre (upstaging) and it is fundamental to marketing.