Race,Sex, and Helping in the Marketplace1

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.