# Brand-as-Memory: Vision-Language Models Encode Causal, Mechanistically Localizable Credibility Priors for News Sources

arXiv: https://arxiv.org/abs/2607.03365 · HTML: https://mlsanity.com/paper/2607.03365/

## Key facts

- No citing papers in the map yet (data through 14 Oct 2026).
- Placed in VLM benchmarks and visual reasoning, one of 16 directions in Multimodal LLMs / vision-language models.
- Builds on 33 of its 41 references that are in the map.
- First posted on arXiv 3 Jul 2026.

## Placed in

- Multimodal LLMs / vision-language models / [VLM benchmarks and visual reasoning](https://mlsanity.com/mllm/vlm-benchmarks-and-visual-reasoning/)

## Builds on (most cited first, 30 of 33)

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- [Open Problems in Mechanistic Interpretability](https://mlsanity.com/paper/2501.16496/) (2025)
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- [SAEs Are Good for Steering -- If You Select the Right Features](https://mlsanity.com/paper/2505.20063/) (2025)
- [Same Task, Different Circuits: Disentangling Modality-Specific Mechanisms in VLMs](https://mlsanity.com/paper/2506.09047/) (2025)
- [Accuracy and Political Bias of News Source Credibility Ratings by Large Language Models](https://mlsanity.com/paper/2304.00228/) (2023)
- [When Seeing Overrides Knowing: Disentangling Knowledge Conflicts in Vision-Language Models](https://mlsanity.com/paper/2507.13868/) (2025)
- [Does higher interpretability imply better utility? A Pairwise Analysis on Sparse Autoencoders](https://mlsanity.com/paper/2510.03659/) (2025)
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## Abstract (arXiv)

Vision-language models (VLMs) increasingly read news and web content as images, where the publisher's identity is visually present. We show that VLMs carry a strong source-credibility prior keyed on outlet identity, and study it along three axes. (i) Cross-model benchmark. We introduce CueTrust, a cross-model diagnostic that measures which surface source cue overrides an article's content evidence via a Source-Override Index (SOI). Across seven VLMs and five cues, the vulnerability profile is model- and scale-dependent, and the override is outlet-identity-specific and encoding-invariant, firing from the masthead name, the logo image, or the bare domain, but not from a named author, in-text authority, or page layout (clean negative controls). (ii) Mechanistic account. For the brand cue, we give a full mechanistic account: swapping only the masthead moves credibility across an approximately 11 log-odds range that tracks professional ratings (rho = 0.88 with Media Bias/Fact Check). The prior is dual-coded (name and logo), strengthens with scale, is causally formed at layers 19-21, carried by interpretable seed-stable sparse-autoencoder features, and recurs at the same relative locus in a second model family. It overrides content (about 1.8x) as a signal-magnitude effect within a shared pathway, not a privileged route. Steering the localized direction selectively reduces the override (41% reduction) and generalizes to held-out outlets, confirming the prior is causally used, not merely decodable. Deployed VLMs may thus defer to source identity over the evidence in front of them, a reliability failure we can measure across models, localize, and causally probe. We release the stimulus suite and CueTrust.