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Bibb Latane and John M. Darley, "Social Determinants of Bystander Intervention in Emergencies," in Altruism and Helping Behavior, ed. by J. Macaulay and L. Berkowitz (1970): pp. 13-27.
In this experiment we presented an emergency to individuals either alone or in groups of three. It was our expectation that the constraints on behavior in public combined with social influence processes would lessen the likelihood that members of three-person groups would act to cope with the emergency.
College students were invited to an interview to discuss 'some of the problems involved in life at an urban university.' As they sat in a small room waiting to be called for the interview . . ., they faced an ambiguous but potentially dangerous situation. A stream of smoke began to puff into the room through a wall vent. . . . The 'smoke,' copied from the famous Camel cigarette sign in Times Square, formed a moderately fine-textured but clearly visible stream of whitish smoke. It continued to jet into the room in irregular puffs, and by the end of the experimental period, it obscured vision. . . .
The typical subject, when tested alone, behaved very reasonably. Usually, shortly after the smoke appeared, he would glance up from his questionnaire, notice the smoke, show a slight but distinct startle reaction, and then undergo a brief period of indecision . . Soon, most subjects would get up from their chairs, walk over to the vent and investigate it closely, sniffing the smoke, waving their hands in it, feeling its temperature, etc. The usual Alone subject would hesitate again, but finally would walk out of the room, look around outside, and finding somebody there, calmly report the presence of the smoke. . . . The median subject in the Alone condition had reported the smoke within 2 minutes of first noticing it....
Subjects in the three-person-group condition were markedly inhibited from reporting the smoke. Since 75% of the Alone subjects reported the smoke, we would expect over 98% of the three-person groups to include at least one reporter. In fact, in only 38% of the eight groups in this condition did even one person report.
...Subjects who had reported the smoke were relatively consistent in later describing their reactions to it. They thought the smoke looked somewhat 'strange.' They were not sure exactly what it was or whether it was dangerous, but they felt it was unusual enough to justify some examination. 'I wasn't sure whether it was a fire, but it looked like something was wrong.' 'I thought it might be steam, but it seemed like a good idea to check it out.'
Subjects who had not reported the smoke were also unsure about exactly what it was, but they uniformly said that they had rejected the idea that it was a fire. Instead, they hit upon an astonishing variety of alternative explanations . . . Many thought the smoke was either steam or airconditioning vapors, several thought it was smog purposely introduced to simulate an urban environment, and two actually suggested that the smoke was a "truth gas" filtered into the room to induce them to answer the questionnaire accurately! Predictably, some decided that "it must be some sort of experiment" and stoically endured the discomfort of the room rather than overreact.