THE STUDY INVOLVED A RANDOM SAMPLE OF TELEPHONE SUBSCRIBERS IN THE RURAL AREA AROUND CULLOWHEE, N.C. THE STUDY TECHNIQUE INVOLVED A SIMULATED SITUATION OF A MOTORIST WITH AUTO TROUBLE WHO CALLED THE SUBJECT CLAIMING TO HAVE REACHED A WRONG NUMBER IN ATTEMPTING TO GET HELP. THE POTENTIAL GOOD SAMARITAN WAS THEN REQUESTED TO MAKE A PHONE CALL FOR THE MOTORIST. THE STUDY WAS BASED ON EARLIER VICTIMIZATION RESEARCH CONDUCTED IN URBAN AREAS. THE RESEARCH HYPOTHESES WERE THAT BLACKS WERE MORE LIKELY TO HELP BLACKS AND WHITES TO HELP WHITES, THAT RESIDENTS WOULD RECEIVE MORE HELP THAN PERSONS FROM OUTSIDE THE AREA, AND THAT FEMALES WOULD RECEIVE MORE HELP THAN MALES. BECAUSE OF THE FEW BLACKS RESIDING IN THE AREA, IT WAS NOT POSSIBLE TO TEST BLACK-TO-BLACK HELPING BEHAVIOR. IT WAS FOUND THAT 77 PERCENT OF THE WHITES RECEIVED HELP FROM WHITES, VERSUS 55 PERCENT OF THE BLACKS. COMPARATIVE STUDIES FOUND THAT WHITES IN NORTH CAROLINA ARE SIGNIFICANTLY MORE LIKELY TO RECEIVE HELP THAN ARE WHITES IN NEW YORK CITY. HOWEVER BLACKS RECEIVED THE SAME AMOUNT OF HELP IN BOTH PLACES. NEITHER SEX NOR PLACE OF RESIDENCE PROVED SIGNIFICANT. THESE FINDINGS ARE DISCUSSED IN TERMS OF PERSONS EXTENDING HELP TO VICTIMS PERCEIVED TO BE LIKE THEMSELVES AND IN TERMS OF PREJUDICE. THE PROBLEMS WITH THE SURVEY METHODOLOGY ARE DISCUSSED. REFERENCES ARE PROVIDED. (GLR)