A man collapsed in a convenience store

A man collapsed in a convenience store where seven other people were shopping in nearby aisles. None of these customers helped the man, with several of them stepping over him or taking pictures of him.

A short while later, a new customer named Braden enters the store and sees the man on the ground. He quickly goes to him and calls for help.

What situational and personal factors explain why the earlier customers did nothing but Braden helped?

In your answer, be sure to describe situational and personal factors that explain both Braden’s behavior and the behavior of the customers who did not help.