Graduation Year


Date of Submission


Document Type

Campus Only Senior Thesis

Degree Name

Bachelor of Arts



Reader 1

Mark Costanzo

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© 2021 Lucas S Schwallie


Stereotypes, bias, and judgements formed intentionally or subconsciously can lead to opinions, prejudice, microaggressions, and racism. This paper aims to specify how these attitudes impact the public’s evaluation of sports scandals. This thesis reviews the research literature exploring consumer’s attitudes towards scandals and then, more specifically, sports scandals involving gambling, steroids, and violent crimes. Prior to my research I hypothesized that scandals would have a negative impact on consumer opinion regardless of the sport or crime committed. This study confirmed my hypothesis that scandals have a negative impact on consumer perceptions regardless of the sport or crime. There is a relationship between consumer opinion and scandals depending on if the fan believes the player is guilty. There seems to be a natural hierarchy where violent scandals are considered the worst, followed by steroid use, followed by gambling. Yet violent scandals do not impact the integrity of the sport.

This thesis is restricted to the Claremont Colleges current faculty, students, and staff.