But Rocchio soon came to doubt that perspective as time and time again she watched the shoplifter blatantly and obviously put merchandise in her purse -- batteries, even tips from the tip jar -- without her customers saying anything.
One customer waited for the shoplifter by the door and casually asked her as she was leaving, "How are the goods today?" He says it was to warn her that he saw her -- but he didn't stop her.
Anna, who has known Rocchio for years, witnessed the shoplifter and told a fellow customer, but didn't tell Rocchio.
Instead, she tried to make eye contact with Rocchio. She later told Rocchio, "I was, like, trying to show you with my eye, but I didn't want to like say, 'Pat, that woman right there.'"
Jason, the customer whom Anna told, said he was going to tell Rocchio, but by the time he got around to it, the shoplifter had already walked out.
Rocchio said she almost lost faith in her customers. "I never ever thought that would happen here. I really thought more people would be telling than not telling me," she said.
But then came two who told her when they saw the shoplifting. One was Joanne, who told "Primetime," "I don't know if I would have said it out loud, and endanger myself, you know, but to just try to nudge the owner or the salesperson."
The other was Josephine, who was in the store with her daughter, Jessica. She said she was angered by the crime, but also scared.
"I took a chance even with my 10-year-old. I didn't know if somebody was armed, or if she had a little gun, so I just wanted to get out of there," she said.
It turns out that the two who took action in "Primetime's" second experiment are women.
In light of the first experiment, the results raised the question: Are women more compassionate? Is there perhaps a kind of sisterhood that looks out for the vulnerable?
There are no clear answers, but experts say for both men and women, knowing what to do can be a critical factor.
Of those who intervened in the first experiment, most had some relevant experience that may have influenced their decision to act. Amy is the mother of three girls. Kathleen is a teacher for troubled teens. And Michael is a karate instructor.
But the people who intervened in the second experiment had no such relevant background. Joanne is an office manager of an architecture firm, and Josephine works at a psychiatric clinic.
If you don't have the background, what should you do?
"Primetime" asked a dozen police departments across the country, and they said customers should never confront a shoplifter directly. They counseled people to tell a store clerk -- but do it discreetly, out of earshot.
In the case of the argument, virtually every police department "Primetime" consulted said you should call 911. But many also conceded that if a verbal argument has not turned physically violent, the call may get a low priority.
In some jurisdictions, if there's pushing or shoving between adults, police are required to make an arrest. But professor Richard Gelles, an expert on domestic violence, said that could anger the abuser without necessarily helping to address the problem.
Gelles, dean of the University of Pennsylvania's School of Social Policy & Practice, had some suggestions on the other kinds of action one can take.
One is to be patient and begin by making eye contact with the abuser without saying a word.