Applying positive psychology to selling behaviors: A moderated–mediation analysis integrating subjective well-being, coping and organizational identity

Subjective well-being (SWB) has been widely found to have a profound impact on the individual, yet its application in the sales field remains unexplored. Applying Broaden and Build theory, this study examines SWB and its influence on the selling behaviors, specifically adaptive selling and sales creativity. Using salesperson coping as a mediator and organizational identity (OI) as a moderator, the relationship between SWB and selling behaviors...