فرشته خلیلی پالندی

The aim of the present paper is to determine influence of job crafting on B2B salesperson performance through meaningful work in banking industry. This study applies role-resource avoidance approach theory to explain how job crafting affects Business to Business salesperson outcome and behavioral performance through mediating role of meaningful work. To achieve the research objectives, research data were collected from 175 B2B salesperson and their managers branches of four different Banks of Iran. Structural Equation Modeling was used by SmartPLS (2) software to analyze the impact of job crafting activities on salesperson performance through mediating role of meaningful work. Results of the present study indicated that three types of job crafting activities (i.e., role-approach crafting, resource-approach crafting and role-avoidance crafting) are positively related to salespersons’ selling and non-selling behavioral performance through meaningful work. The resource-avoidance activities are negatively related to salespersons’ selling behavioral performance through meaningful work, but they have not scientific influence on non-selling behavioral performance. Moreover, the salesperson’s both selling and non-selling behavioral performance is positively related to salesperson outcome performance. Prior quantitative studies of job crafting have focused on role orientation or resource orientation but in this study, we used role-resource avoidance approach perspective that suggested new and wide taxonomy for job crafting such work role expansion, work social expansion, work organization, adaptation, metacognition, work role reduction and withdrawal activities.

Public service advertisement concentrates on beliefs and attitudes of its target audiences. The aim to examine the effectiveness of public service advertisement through the hormonal marketing approach. This semi- experimental research which involves pre-test and post-test phases consists of two groups, that is, a test group and a control group. Some female students at the University of Mazandaran who were chosen by matched sampling formed the statistical population of this study and were divided into two groups of ten. These people were asked to watch a video with the theme of public service advertisements. Before and after watching the video, blood sample was taken from each person, and every individual was given a gift card and a choice to donate them to charities or keep them to themselves after watching the video. SPSS version 18 was used as the software for data analysis and hypothesis testing. The results revealed that public service advertisements affected the oxytocin hormone secretion, but this have not any impacts on donations made by the test subjects and public service advertisements didn’t influence charitable donations. Changes to oxytocin hormone in response to the effect of public service advertisements was affected by individual differences which depended on personal attributes, location and characteristics.