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Put in approx what you think is good, then take a piece of chalk run it across your tires and then drive it a ways. Check to see where it is wearing and adjust the pressure accordingly. No wear on the edges lower the pressure, no wear in the middle increase the pressure. Do it on all 4's the rear pressure might be different. Then when the wear is right your good to go
I have to keep ~45psi in my 32s for a nice ride, but my truck carries ~1,000lb more than the average Bronco. I have a chart from a Ford TSB that shows how to adjust tire pressure...
The PSI on the sidewall of the tire is the MAXIMUM pressure for the tire. You normally wouldn't be near that unless you are hauling more weight than normal. There are lots of variables, but usually somewhere around 32 or 34 is a good place to start, then try the chalk test.