The present study examined the impact of assertion, empathic assertion, and conversational behavior on the perception of likability and sex-role orientation of the asserter. Findings suggested that empathic comments mitigated the negative impact of assertion. Perceptions of sex-role indicated that males viewed assertive models as either androgynous or masculine whereas females tended to classify assertive models as masculine. Both males and females rated empathic assertive models as either androgynous or masculine. Possible clinical implications of sex-role-consistent assertive behavior and explanations for lack of assertiveness are discussed.
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