Oleg Gorbaniuk

Oleg Gorbaniuk is a professor at the Department of Social Psychology, Faculty of Arts, University of Maria Curie-Skłodowska. He holds dual PhD degrees in economics (2001) and psychology (2002), with a habilitation in psychology (2012). His research spans psycholexical taxonomy, social perception, brand image analysis, and political marketing.

• PhD in Economics (2001)
• PhD in Psychology (2002)
• Habilitation in Psychology (2012)

Gorbaniuk's recent work focuses on psycholexical studies of personality terms, social perception mechanisms, and the psychological impact of brand/political party image congruence with self-concept. He has co-authored cross-cultural studies on digital media addiction, parental phubbing, and mental health trends across 20+ countries.

His publications demonstrate expertise in combining psychological theory with quantitative analysis, particularly in understanding how personality lexicons shape social behavior and how digital interactions mediate emotional well-being. Collaborative projects often involve international teams exploring cultural correlates of phenomena like Facebook intrusion and intercultural communication.

Gorbaniuk actively contributes to psychometric validation research, including adapting scales for global use, and maintains methodological interests in data analysis techniques and psychological assessment. He supervises research projects and consults on studies involving personality structure, consumer behavior, and political branding.