A nine-item unipolar scale measuring a bilingual consumer's overall attitude toward the practice of mixing two languages (specifically Spanish and English) within natural conversation. Items capture evaluative dimensions including perceived quality (educated, pure), social value (good for the language communities), aesthetic appeal (stylish, modern), and moral valence (good thing, not lazy). Originally developed for use with Hispanic-American consumers, the scale operationalises attitudes toward bilingual language blending as a cultural practice rather than an advertising-specific response.
Bishop, Melissa M. and Mark Peterson (2010). The impact of medium context on bilingual consumers' responses to code-switched advertising. Journal of Advertising, 38(3), 55–67.
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