The generally untrusting are much less likely to agree that familiarity with a news brand affects how much they trust it
Percentage who agree ‘somewhat’ or ‘strongly’ with the importance of familiarity according to how trusting in news they are generally
The more familiar I am with a news organization the more likely I am to trust its reporting
HEURISTICS3. Please indicate your level of agreement with the following statements. The more familiar I am with a news organisation, the more likely I am to trust its reporting. TRUST_LEVELS. Respondents assigned to categories based on the number of news brands trusted 'somewhat' or 'completely’. Base: Generally untrusting/Overall/Generally trusting: Brazil = 483/2,050/525, India = 549/2,015/520, United Kingdom = 522/2,000/549, United States = 501/1,987/451.