Protesting can take many forms—from waving signs, lighting candles, and making speeches to holding sit-ins, writing letters, and filing lawsuits. Some unusual tactics—such as paying for a purchase in pennies to slow down business—aren’t used often, but once successful, they can spread like wildfire.

Sarah Soule, a professor of organizational behavior at the Stanford Graduate School of Business, wanted to see just how such protest tactics have spread among social-movement organizations....


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