Diffusion of Innovations Theory and Effective Targeting of HIV/AIDS Programs in Thailand, Asian Journal of Communication, 8(1): 1-30 —- Peer J. Svenkerud, Arvind Singhal, and Michael J. Papa (1998) —- http://utminers.utep.edu/asinghal/Articles%20and%20Chapters/Svenkerud-Singhal-papa-AJC-Diffusion%20of%20Innovartons%20Theory%201.pdf