Dual effects of implicit bystanders: Inhibiting vs. facilitating helping behavior

Encouraging consumers to engage in helpful behavior is a perennial task of marketers in non-profit and for-profit organizations. Recent research suggests that merely imagining the presence of others can lead to less helping behavior on a subsequent unrelated task (Garcia, S.M., Weaver, K.D., Moskowitz, G.B., and Darley, J.M. (2002). Crowded minds: The implicit bystander effect. Journal of Personality and Social Psychology, 83, 843–853.). The present analysis uncovers the boundary conditions of this effect. Across four studies, we establish that the degree to which a group situation fosters public scrutiny is an important moderator. When group primes are paired with public scrutiny, their inhibitive effect on helping behavior diminishes, and helping behavior on a subsequent task tends to increase. The present research thus adds complexity to previous findings by suggesting that implicit bystanders can both decrease and increase helping behavior.