Old thread, I know, but since there is quite a bit of misinfo on here I figured I'd set the record straight. You should always use the door placard value as a starting point. Your tire has a max pressure (which corresponds to its load rating), but the placard pressure is for your vehicle, regardless of tire choice. Now, that said, the placard is assuming full load, and is also a bit high for better fuel economy considerations. Run 38psi unloaded and your tires will wear faster, being overinflated. In fact, even running at ~33ish I still got overinflated wear.
The lower you go the better the ride will be, and the higher you go the more you can carry. Fuel efficiency tends to increase with pressure, but I find running my new tires at 30psi all around gets better than I got with the stock tires at any psi (which is funny, given they are heavier and more aggressive).
Running too high or too low will result in premature, uneven wear.