Table image and loose call-downs

How often will you make a "loose" calldown just so you don't look weak? 10% of the time? Less? I have been making way too many. How often do you fold the turn when someone raises after a safe-looking card?
For instance AJ on a flop of A97. Turn is a 4. You bet and get raised. What call down or assume you are up against a set?
Same question for the river. Say you have KK and the flop comes QJ4. Two guys call. Turn is a 7. One guy calls. River is a a J. You get check-raised. Do you just lay it down or is that weak-tight?

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How often will you make a "loose" calldown just so you don't look weak?

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This is called a leak.
Fix it.

The reason you would calldown in some situations is because you probably hold a winner, not so you don't look weak. Getting raised on the turn on a relatively empty board makes is less likely that your opponent is on a semi-bluff. Getting raised on the river holding an overpair is different, as you will be holding the best hand more often, and the pot is typically much larger. You should be concentrating more on getting maximum value from your hands over the long run, and not getting emotional about your ego in short sessions. Deception has a lot less to do with your profits that you think it does, and putting more value on deceiving your opponents than necessary will cost you a lot of bets.

Deception should be very minimal when you use it and you should only be using it when you play against the same lineup of players very often. Remember: a little bit goes a long way. Playing in low- to mid-stakes online games requires little, if any, use of deception.