The correlations which are manifested in the scaling relations confine the catalyst design space, preventing one from reaching the "top of the volcano". Breaking scaling relations can refer to either designing surfaces or motifs that do not follow a scaling relation, or ones that follow a different scaling relation (than the usual relation for the associated adsorbates) in the right direction: one that can get us closer to the top of the reactivity volcano. In addition to studying catalytic reactivity, scaling relations can be used to study and screen materials for selectivity toward a special product. There are special combination of binding energies that favor specific products over the others. Sometimes a set of binding energies that can change the selectivity toward a specific product "scale" with each other, thus to improve the selectivity one has to break some scaling relations; an example of this is the scaling between methane and methanol oxidative activation energies that leads to the lack of selectivity in direct conversion of methane to methanol. Catalyst deactivation Catalyst deactivation is defined as a loss in catalytic activity and/or selectivity over time. Substances that decrease reaction rate are called poisons. Poisons chemisorb to catalyst surface and reduce the number of available active sites for reactant molecules to bind to. Common poisons include Group V, VI, and VII elements (e.g. S, O, P, Cl), some toxic metals (e.g. As, Pb), and adsorbing species with multiple bonds (e.g. CO, unsaturated hydrocarbons). For example, sulfur disrupts the production of methanol by poisoning the Cu/ZnO catalyst. Substances that increase reaction rate are called promoters. For example, the presence of alkali metals in ammonia synthesis increases the rate of N2 dissociation. The presence of poisons and promoters can alter the activation energy of the rate-limiting step and affect a catalyst's selectivity for the formation of certain products. Depending on the amount, a substance can be favorable or unfavorable for a chemical process. For example, in the production of ethylene, a small amount of chemisorbed chlorine will act as a promoter by improving Ag-catalyst selectivity towards ethylene over CO2, while too much chlorine will act as a poison. Other mechanisms for catalyst deactivation include: Sintering: when heated, dispersed catalytic metal particles can migrate across the support surface and form crystals. This results in a reduction of catalyst surface area. Fouling: the deposition of materials from the fluid phase onto the solid phase catalyst