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Feeling bad that consumers distrust advertising? Take solace in knowing they’re distrustful in general. A poll conducted by Zogby International asked adults to rate the trustworthiness of various people and institutions on a scale of 1 (“not at all trustworthy”) to 5 (“most trustworthy”). Most respondents (97 percent) gave themselves a grade of 4 or 5. A significantly smaller majority (75 percent) gave their friends and co-workers such high marks. Then there are those notorious rascals, “corporate leaders.”
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