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.
7-point Likert (unipolar descriptors)
Full scale items shown. Always cite the original source when using this scale in research.
Single reliability estimate: α = .91 — Bishop & Peterson (2010). VALIDITY: Not discussed. CONTEXT: Scale was developed and validated with Hispanic-American consumers of Mexican descent (ages 18–30) who were literate in both Spanish and English. Items are specific to Spanish-English code switching; application to other language pairs would require substantial item revision and revalidation. NOTE: Item wording in the original article may represent abbreviated labels rather than complete item stems — researchers requiring full item text should consult the original publication or contact the authors. Inspired by code switching research by Luna & Peracchio (2005, Journal of Consumer Research 31(4), 760–765) but items appear original to Bishop & Peterson.
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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