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  _  _    _    _    __   _     _____    __   _   
 | \| || | || | || | || | ||  |  ___|| | || | || 
 |  ' || | || | || | '--' ||  | ||__   | '--' || 
 | .  || | \\_/ || | .--. ||  | ||__   | .--. || 
 |_|\_||  \____//  |_|| |_||  |_____|| |_|| |_|| 
 `-` -`    `---`   `-`  `-`   `-----`  `-`  `-`

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Text this: Believe it or not? : a field study of the perceived credibility of strongly and weakly-branded print and Internet sources.