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Race, Sex, and Helping in the Marketplace 1
Author(s) -
Brigham John C.,
Richardson Curtis B.
Publication year - 1979
Publication title -
journal of applied social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.822
H-Index - 111
eISSN - 1559-1816
pISSN - 0021-9029
DOI - 10.1111/j.1559-1816.1979.tb00805.x
Subject(s) - race (biology) , psychology , product (mathematics) , white (mutation) , social psychology , function (biology) , advertising , marketing , business , sociology , gender studies , mathematics , biochemistry , chemistry , geometry , evolutionary biology , biology , gene
In a field study of helping behavior carried out in 48 “convenience” grocery stores, customers tried to purchase for $1.00 a product clearly labeled as costing from $1.15 to $1.50. Amount of help by white clerks (allowing the purchase for $1.00) varied as a function of sex of customer and race of customer. Black male customers were helped least often. Neither the dress of the customers (casually‐dressed or well‐dressed) nor the racial makeup of the store's clientele was significantly related to helping. Implications of these findings for concepts of same‐race bias and “reverse discrimination” in helping are discussed.