However, auto-ethnographers should avoid some dangerous pitfalls that could undermine the credibility and usefulness of their work. Chang identifies the following: "(1) excessive focus on self in isolation from others; (2) overemphasis on narration rather than analysis and cultural interpretation; (3) exclusive reliance on personal memory and recalling as a data source; (4) negligence of ethical standards regarding others in self-narratives; and (5) inappropriate application of the label autoethnography".