This study explores the concept of religiosity and determines how it affects a consumer's preference of 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 the socialization agents chosen by a consumer influence how a consumer favors moral advertising or tolerates offensive advertising. Results gleaned from the analysis show that higher use of personal socialization agents will cause an individual to have lower tolerance of offensive advertising and higher favoritism toward moral advertising. Religious affiliation is also found to play a moderating role for religious individuals when determining the use of socialization agents. Two countries were chosen, Korea and America, to conduct a find common ground on the types of advertising that is considered favorable or offensive by both of the two very different cultures and peoples.

• Shin Jong-Kuk(Pusan National University)
• Park, Min-Sook(Catholic University of Pusan)
• Ross Corey Allen(Catholic University of Pusan)