Research on altruism has often focused on the effects of altruistic vs.selfish modeling on 5 altruism.' Hansson, Slade, and Slade found that urban Ss were more likely than were rural Ss to respond selfishly in the presence of a selfish model, and to act altruistically when presented with an altruistic model. The authors explain their results in terms of Milgram's urban-overload theory. In complex urban societies individuals behave on the basis of economy rather than more complicated considerations such as social interest. The present research is a partial replication of the Hansson et al.study with both behavioral and attitudinal measures of altruism for urban and rural Ss.
Dixon, P. N. and Stevick, Richard A., "Urban-Rural Differences in Social Interest and Altruistic Behavior" (1982). Psychology Educator Scholarship. 25.