Psychological Aspects of Image Building WF-PS-PAIB-ER

This course examines how identities are constructed, signaled, and interpreted across contexts, integrating theories of self-concept and impression management (Goffman), attribution and social cognition, emotion and persuasion, narrative framing, and brand/persona psychology. We analyze how audiences infer traits and intentions from verbal, visual, and paralinguistic cues, how self-congruity and social identity shape evaluations, and how biases, heuristics, and affect drive attention, memory, and trust.
We then apply these mechanisms to digital environments: platform affordances (feeds, stories, comments), algorithmic visibility and credibility cues, parasocial dynamics, and multimodal storytelling. Students learn to build audience personas, translate goals into a message architecture (voice, tone, symbolism), and design coherent touchpoints. A strong emphasis is placed on ethics and law—GDPR and consent, copyright and fair use, disclosure and transparency in AI-assisted content, and culturally sensitive communication—together with practical risk assessment (misinterpretation, backlash, reputational spillovers). By the end, students can diagnose an individual’s or organization’s current image, craft and justify a strategy aligned with objectives and audience psychology, and iteratively evaluate/adjust outputs using feedback and data. Deliverables typically include an evidence-based brief (APA 7), a persona and message framework, a prototype set of communications, and a concise evaluation plan with ethical compliance notes.

This course examines how identities are constructed, signaled, and interpreted across contexts, integrating theories of self-concept and impression management (Goffman), attribution and social cognition, emotion and persuasion, narrative framing, and brand/persona psychology. We analyze how audiences infer traits and intentions from verbal, visual, and paralinguistic cues, how self-congruity and social identity shape evaluations, and how biases, heuristics, and affect drive attention, memory, and trust.
We then apply these mechanisms to digital environments: platform affordances (feeds, stories, comments), algorithmic visibility and credibility cues, parasocial dynamics, and multimodal storytelling. Students learn to build audience personas, translate goals into a message architecture (voice, tone, symbolism), and design coherent touchpoints. A strong emphasis is placed on ethics and law—GDPR and consent, copyright and fair use, disclosure and transparency in AI-assisted content, and culturally sensitive communication—together with practical risk assessment (misinterpretation, backlash, reputational spillovers). By the end, students can diagnose an individual’s or organization’s current image, craft and justify a strategy aligned with objectives and audience psychology, and iteratively evaluate/adjust outputs using feedback and data. Deliverables typically include an evidence-based brief (APA 7), a persona and message framework, a prototype set of communications, and a concise evaluation plan with ethical compliance notes.

This course examines how identities are constructed, signaled, and interpreted across contexts, integrating theories of self-concept and impression management (Goffman), attribution and social cognition, emotion and persuasion, narrative framing, and brand/persona psychology. We analyze how audiences infer traits and intentions from verbal, visual, and paralinguistic cues, how self-congruity and social identity shape evaluations, and how biases, heuristics, and affect drive attention, memory, and trust.
We then apply these mechanisms to digital environments: platform affordances (feeds, stories, comments), algorithmic visibility and credibility cues, parasocial dynamics, and multimodal storytelling. Students learn to build audience personas, translate goals into a message architecture (voice, tone, symbolism), and design coherent touchpoints. A strong emphasis is placed on ethics and law—GDPR and consent, copyright and fair use, disclosure and transparency in AI-assisted content, and culturally sensitive communication—together with practical risk assessment (misinterpretation, backlash, reputational spillovers). By the end, students can diagnose an individual’s or organization’s current image, craft and justify a strategy aligned with objectives and audience psychology, and iteratively evaluate/adjust outputs using feedback and data. Deliverables typically include an evidence-based brief (APA 7), a persona and message framework, a prototype set of communications, and a concise evaluation plan with ethical compliance notes.

Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347–356.
Gorbatov, S., Khapova, S. N., & Lysova, E. I. (2018). Personal branding: Interdisciplinary systematic review and research agenda. Frontiers in Psychology, 9, 2238. https://doi.org/10.3389/fpsyg.2018.02238
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510–519. https://doi.org/10.1016/j.jbusres.2018.07.005
Audrezet, A., de Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557–569. https://doi.org/10.1016/j.jbusres.2018.07.008
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
Liu, X., & Zheng, X. (2024). The persuasive power of social media influencers in brand credibility and purchase intention. Humanities & Social Sciences Communications, 11, 15. https://doi.org/10.1057/s41599-023-02512-1
European Union. (2022). Digital Services Act — Regulation (EU) 2022/2065. Official Journal of the European Union.
European Union. (2024). Artificial Intelligence Act — Regulation (EU) 2024/1689. Official Journal of the European Union.
Coalition for Content Provenance and Authenticity (C2PA). (2025). Content Credentials: C2PA Technical Specification v2.2.
Zhang, Y., et al. (2023). What do we mean when we talk about trust in social media? A systematic review and agenda. Proceedings of CHI 2023.
U.S. Federal Trade Commission. (2023). Guides Concerning the Use of Endorsements and Testimonials in Advertising (Revised Endorsement Guides).
Federal Trade Commission
Partnership on AI. (2024). Policy recommendations from cases implementing PAI’s synthetic media framework (transparency, consent, harms).

Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347–356.
Gorbatov, S., Khapova, S. N., & Lysova, E. I. (2018). Personal branding: Interdisciplinary systematic review and research agenda. Frontiers in Psychology, 9, 2238. https://doi.org/10.3389/fpsyg.2018.02238
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510–519. https://doi.org/10.1016/j.jbusres.2018.07.005
Audrezet, A., de Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557–569. https://doi.org/10.1016/j.jbusres.2018.07.008
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
Liu, X., & Zheng, X. (2024). The persuasive power of social media influencers in brand credibility and purchase intention. Humanities & Social Sciences Communications, 11, 15. https://doi.org/10.1057/s41599-023-02512-1
European Union. (2022). Digital Services Act — Regulation (EU) 2022/2065. Official Journal of the European Union.
European Union. (2024). Artificial Intelligence Act — Regulation (EU) 2024/1689. Official Journal of the European Union.
Coalition for Content Provenance and Authenticity (C2PA). (2025). Content Credentials: C2PA Technical Specification v2.2.
Zhang, Y., et al. (2023). What do we mean when we talk about trust in social media? A systematic review and agenda. Proceedings of CHI 2023.
U.S. Federal Trade Commission. (2023). Guides Concerning the Use of Endorsements and Testimonials in Advertising (Revised Endorsement Guides).
Federal Trade Commission
Partnership on AI. (2024). Policy recommendations from cases implementing PAI’s synthetic media framework (transparency, consent, harms).

Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347–356.
Gorbatov, S., Khapova, S. N., & Lysova, E. I. (2018). Personal branding: Interdisciplinary systematic review and research agenda. Frontiers in Psychology, 9, 2238. https://doi.org/10.3389/fpsyg.2018.02238
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510–519. https://doi.org/10.1016/j.jbusres.2018.07.005
Audrezet, A., de Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557–569. https://doi.org/10.1016/j.jbusres.2018.07.008
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
Liu, X., & Zheng, X. (2024). The persuasive power of social media influencers in brand credibility and purchase intention. Humanities & Social Sciences Communications, 11, 15. https://doi.org/10.1057/s41599-023-02512-1
European Union. (2022). Digital Services Act — Regulation (EU) 2022/2065. Official Journal of the European Union.
European Union. (2024). Artificial Intelligence Act — Regulation (EU) 2024/1689. Official Journal of the European Union.
Coalition for Content Provenance and Authenticity (C2PA). (2025). Content Credentials: C2PA Technical Specification v2.2.
Zhang, Y., et al. (2023). What do we mean when we talk about trust in social media? A systematic review and agenda. Proceedings of CHI 2023.
U.S. Federal Trade Commission. (2023). Guides Concerning the Use of Endorsements and Testimonials in Advertising (Revised Endorsement Guides).
Federal Trade Commission
Partnership on AI. (2024). Policy recommendations from cases implementing PAI’s synthetic media framework (transparency, consent, harms).

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