Trust barometer shows regional differences

So says Edelman Asia-Pacific’s latest annual Trust Barometer Index study which waggles its ears for insights from consumers in 25 countries, including China, Hong Kong, India, Indonesia, Malaysia, Singapore, South Korea, Japan and Australia.

Interestingly though, people in Asia are also less likely to believe company CEOs than “people like themselves”.

A CampaignAsia article says that, when asked to rate various sources of information as trustworthy, 60 percent of people chose the “person like myself” response, up from 37 percent in 2011.

“That translates to rise from seventh position to third. Meanwhile, CEOs fell from third to sixth (from 58 percent to 46 percent).”

CampaignAsia also said the study showed people in the Asia Pacific need to hear information three to five times in order to believe it.

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