The Effects of Religiosity and Socialization Agents on Attitudes toward Moral and Offensive Advertising

This study explores the concept of religiosity and determines how it affects a consumer's preference for socialization agents. It is shown that higher degrees of religiosity cause an individual to utilize personal socialization agents for final purchase decisions. The authors then show and discuss how degrees of religiosity and the socialization agents chosen by a consumer influence how a consumer favors moral advertising or tolerates offensive advertising. Two countries are chosen, Korea and America, to conduct the analysis and find common ground on the types of advertising that are considered favorable or offensive by both of the two very different cultures, individualism and collectivism. Results gleaned from the analysis show that higher use of personal socialization agents will cause an individual to have a lower tolerance of offensive advertising and higher favoritism toward moral advertising. High degrees of religiosity also increase an individual's favoritism toward moral advertising and lower the tolerance for offensive advertising. Religious affiliation is not found to play a moderating role for religious individuals when determining the use of socialization agents. However, individuals with high degrees of religiosity have a more favorable view of their social relationships (Ellison and George, 1994), which is magnified in an individualistic culture and supported by this study. Marketing managers may find it useful to partner with organizations that promote societal well-being, such as charities or green living initiatives in order to improve their brand and corporate image in areas where religiosity and/or societies where use of personal socialization agents is high. In addition, this research finds that it is necessary to take careful precautions when utilizing offensive advertising in said areas, as it may have a negative impact in both the minds of highly religious and social individuals.