Abstract
The purpose of the present study was to investigate the effects of emotion regulation strategies on adaptive selling behaviors and explore the moderating role of climate of authenticity in the relationship between emotion regulation strategies and adaptive selling behaviors. This purpose was achieved by integrating the conservation of resources (COR) theory with the effort-recovery model. Data from 452 service encounters involving 93 bank consultants were collected via a questionnaire and analyzed using hierarchical linear modeling (HLM). The results support a positive relationship between deep acting and adaptive selling behaviors. This study also found that the positive relationship between deep acting and adaptive selling behaviors was strengthened when the climate of authenticity was perceived as high. Through this empirical examination, theoretical and practical implications are discussed.
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