Our focus is research on POSITIVE SOCIAL DEVIANCE, defined as "Social ACTION (acts, attributes, and beliefs) is POSITIVELY DEVIANT to the degree it is: "perceived as different" (more than expected); "POSITIVELY evaluated" ("good" NOT "bad" or "neutral"); AND "POSITIVELY socially sanctioned" (eliciting a social response that is followed by an increase in the probability of the recurrence of the initial ACTION. (the initial act, attribute, or belief).