This paper presents an experimental and theoretical study of laser coo
ling in a standing wave in the presence of a small transverse magnetic
field (Magnetically Assisted Sisyphus Effect: MASE). The analysis is
worked out for a J(g) = 1 to J(e) = 1 transition corresponding to the
experiment performed on the 2(3)S(1) <----> 2(3)P(1) transition of met
astable helium. In this situation, MASE has an effect opposed to the u
sual Doppler cooling effect, i.e. it produces heating for a negative d
etuning. Depending on the various parameters, the competition between
MASE and Doppler cooling, which act on different velocity ranges, lead
s to interesting new effects, such as a bistable force. The velocity d
ependence of the total force is calculated, using a semi-classical app
roach. A second theoretical treatment, where the atomic motion is quan
tized, is used to study the time evolution of the velocity distributio
n. The results of these calculations are compared to experimental obse
rvations.