BYSTANDER INTERVENTION IN A CRIME - THE EFFECT OF A MASS-MEDIA CAMPAIGN

• NCJ Number: 36744
• Journal: Journal of Applied Social Psychology Volume: 5 Issue: 4 Dated: (1975) Pages: 296-302
• Author(s): L BICKMAN
• Date Published: 1975
• Length: 7 pages
• Corporate Author: Scripta Publishing Co
• Publication Format: Article
• Publication Type: Report (Study/Research)
• Language: English
• Country: United States of America
• Note: REPRINT

Annotation

THIS STUDY FOUND THAT A MASS-MEDIA CAMPAIGN CAN EFFECTIVELY TRANSMIT INFORMATION AND ALTER BEHAVIORAL INTENTIONS, BUT IT IS RELATIVELY INEFFECTIVE IN CHANGING BEHAVIOR.

Abstract

TWO FIELD STUDIES INVESTIGATED BYSTANDER INTERVENTION BY WITNESSES TO A STAGED SHOPLIFTING IN A UNIVERSITY BOOKSTORE. IN THE FIRST STUDY, A MASS-MEDIA CAMPAIGN WAS SUCCESSFUL IN COMMUNICATING INFORMATION AND ALTERING BEHAVIORAL INTENTIONS, BUT NOT IN INCREASING ACTUAL INTERVENTION BEHAVIOR. A SECOND STUDY ATTEMPTED TO DETERMINE WHETHER THE LOW REPORT RATE AND THE RELATIVE INEFFECTIVENESS OF THE CAMPAIGN TO ALTER THIS RATE WAS DUE TO IN-GROUP LOYALTY BETWEEN STUDENTS. THE RESULTS INDICATED THAT ALTHOUGH STUDENTS DIFFERENTIALLY PERCEIVED A NONSTUDENT SHOPLIFTER, THERE WAS NO INCREASE IN INTERVENTION. (AUTHOR ABSTRACT)