/ˌdɛvɪˈeɪtɪv/ or /ˌdɛvɪˈeɪtɪv/ (US), /dɛvɪˈeɪtɪv/ (UK)

Definitions

1. adjective

deviating from the normal or expected course, especially in a way that is regarded as unacceptable or unorthodox

“The company’s deviative marketing strategy was met with criticism from investors.”

2. noun

a deviation from the normal or expected course

“The team’s deviative performance in the second half was the turning point of the game.”