Consumers and Cross-Cultural Values: A Reception Analysis of Selected Commercials on Ethiopian Television Amharic Program

Many believe this is the time where by the influence of global media and communication technologies promoting western values along with are omnipresent.However, for some, this remains a contested and make-believe thought defying the influence of local/ indigenous values on the consumers'behaviour.This work tries to unveil how a native Ethiopian audiences respond to commercials promoting local and western values: and also tries to explore the major factors on play impacting their patterns of behavior in decision-making.