Positive Deviance: A Non-Normative Approach to Health and Risk Messaging, Oxford Research Encyclopedia of Communication: Communication Theory, Health and Risk Communication. DOI: 10.1093/acrefore/9780190228613.013.248 —- Arvind Singhal and Lucia Dura (2017) —- http://utminers.utep.edu/asinghal/Reports/Singhal%20&%20Dura%20Final%20-%20PD%20for%20Health%20&%20Risk%20Messaging%20Oxford%20Research%20En.._.pdf