Scandalous: Christian identification, sex guilt, and the mediated demonization of the participants in the AshleyMadison scandal.

ABSTRACT

In 2015, AshleyMadison.com (AshleyMadison) was hacked, leading to the release of site members' personal information. The exposed members faced public scrutiny, judgment, and other negative outcomes. In this study, we examined predictors of the demonization of the AshleyMadison participants (i.e., AshleyMadison members, owners, hackers) to help explain victim derogation. We attempted to discern the role religiosity and sexual guilt played in the demonization of the AshleyMadison hacking participants. We predicted sexual guilt would mediate between religiosity and demonization of the AshleyMadison hacking participants. Our findings indicate that religiosity alone does not predict demonization. Instead, sex guilt was a necessary part of the equation and mediated between participants' religiosity and the amount they demonized the different groups.