The escalation of deviant behavior remains a central issue for criminologists, although mechanisms of intensification remain understudied. Using a sample of prescription drug misusers recruited via time-space sampling, we test five theoretically informed hypotheses on social and psychological factors - sensation seeking; coping; stigma; peer drug associations; use for pleasant times with peers - that may impact the escalation of deviance via non-normative consumption. Social factors - peer drug associations and use for pleasant time with peers - as well as stigma were associated with escalation. Sensation seeking was mediated by social factors. Social contexts are crucial for the intensification of deviant behavior.