Abstract
This study analyzed the image of Judge Roy Moore as it changed during the 2017 Alabama Special Senate Election. Specifically, this study sought to determine whether the surprising loss in the election, which resulted after allegations that he dated and assaulted teenage girls while serving as an assistant District Attorney, could be attributed to the Pharisee Effect. The analysis concluded that two elements of the Pharisee Effect were in play during the campaign. Specifically, the charges contributed to an image of hypocrisy for Judge Moore, while accentuating the concept of fanaticism that was already associated with his image. As such, the Pharisee Effect appears to be one element that contributed to his eventual loss in the election.
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