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Abstract
An investigation was conducted into the impact of controversial publicity on perceptions of well-known sport performers. Undergraduate students (N = 106) rated six high-profile sport stars on 11 dependent variables assessing attitudes and ascribed personality characteristics. Three types of publicity were assessed: steroid use, criminal activity, and sexual stigma. Initial analyses revealed significant multivariate effects for gender, type of publicity, and the interaction of these variables. Examination of univariate effects showed generally favorable perceptions of sexually stigmatized athletes and highly negative perceptions of athletes associated with criminal acts. The results also indicated that athletes associated with the use of performance-enhancing drugs were evaluated harshly and that male / female differences existed for certain types of stigma.
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