This study aims to demonstrate that emotional dissonance experienced by salespeople during the selling process can affect not only their behavioral responses but also their psychological responses, and to examine the relationship between the psychological and behavioral responses induced by emotional dissonance. Additionally, this study seeks to identify factors that can moderate the effects of emotional dissonance on psychological and behavioral responses. This study proposes subjective well-being as a psychological response that can arise from emotional dissonance, and customer-oriented selling behavior as a behavioral response. Furthermore, as factors that can moderate the negative effects of emotional dissonance on psychological and behavioral responses, this study proposes salesperson emotional intelligence at the individual level and social support at the organizational level. This emphasizes the importance of the emotional aspects experienced by salespeople and the significance of emotional competence and organizational support in their satisfaction and performance, highlighting that these are strategic elements that should be incorporated when marketing managers implement internal marketing in the future. The results showed that emotional dissonance had a negative effect on salespeople's subjective well-being and customer-oriented selling behavior, and that salesperson emotional intelligence and social support moderated these negative effects. Additionally, subjective well-being as a psychological response was found to influence customer-oriented selling behavior as a behavioral response. These results demonstrate that salespeople's emotional dissonance affects not only behavioral responses but also psychological responses, and that these wide-ranging effects can be moderated through emotional intelligence as a personal characteristic and social support as organizational support. Furthermore, the finding that the loss of subjective well-being caused by emotional dissonance affects salespeople's customer-oriented selling behavior reveals a sequential negative influence relationship in which emotional dissonance affects psychological responses, which in turn affect behavioral responses.