Reactions to assertive versus unassertive behavior: Differential effects for males and females and implications for assertiveness training

Although a great deal of clinical research attention has been directed toward assertiveness training, few studies have examined the social impact or interpersonal evaluation of assertive versus unassertive behavior, including the differential evaluation of assertiveness exhibited by males and females. In the present study, subjects observed a videotape showing a male or female stimulus model behaving either assertively or unassertively during four interactions similar to those used in assertiveness training research. Subjects then completed an interpersonal attraction inventory to evaluate the model they observed. Results indicated that while assertive models were viewed as skilled and able, they were given lower ratings on measures of likeability than unassertive models. Further, interaction effects indicated that assertive behavior exhibited by females resulted in more negative evaluations than the identical behavior in males.