Assertiveness

Using behaviour that makes your needs and wants clear without violating other people's rights.

Assertiveness is the label given to a collection of behaviours that stem from a belief that your needs or wants are as important as other people’s. The alternatives are to believe that your needs or wants are less or more important than other people’s. The former results in submissive, the latter in aggressive behaviour.

People oscillate between the three modes of behaviour, depending on circumstances. Most people, however, when faced with a tricky situation tend to react aggressively or submissively rather than assertively, despite the fact that assertive behaviour is more likely to lead to a resolution that is satisfactory to all concerned.