In a field setting, male passersby (N = 120) were asked by a female confederate to indicate the direction of Valentine Street (Martin Street in the control group). Thirty meters ahead, the participant encountered another female confederate who asked for help, claiming that a group of four disreputable-looking male confederates had taken her mobile telephone and refused to give it back. Participants primed with the cognition of “Valentine” helped the female confederate get her mobile phone back more frequently than those primed with the cognition of “Martin.” Results are explained in light of the gender role theory of helping, mood maintenance effects, and mood-elicited depth of information processing.