If need set value 0 to column B, where in column A are duplicated data first create mask by Series.duplicated and then use DataFrame.ix or Series.mask:
In [224]: df = pd.DataFrame({'A':[1,2,3,3,2],
...: 'B':[1,7,3,0,8]})
In [225]: mask = df.A.duplicated(keep=False)
In...