THE SEX AND APPEARANCE (HIPPIE VERSUS STRAIGHT) OF THE SHOPLIFTER WERE MANIPULATED. IN ADDITION, THE INCIDENTS WERE STAGED IN THREE STORES SELECTED A PRIORI TO REPRESENT VARYING DEGREES OF SIZE. THE DATA IN THE INTERVIEWS PROVIDED INFORMATION ON SHOPPER CHARACTERISTICS, ATTITUDES TOWARD SHOPLIFTING, AND SO ON. MAJOR FINDINGS WERE THAT: SIZE OF STORE AND SEX OF SHOPLIFTER HAD LITTLE EFFECT ON REPORTING WHEREAS APPEARANCE DID, WITH HIPPIE SHOPLIFTERS MORE LIKELY TO BE REPORTED THAN STRAIGHT SHOPLIFTERS; AND LESSER EDUCATED, MIDDLE-AGED, AND BLUE COLLAR SHOPPERS WERE MORE LIKELY TO REPORT SHOPLIFTING....MSP