The extent to which the literature shows assertiveness produces favorable social outcomes in several occupational contexts was examined. Assertive job-seeking behavior may have a variable impact depending on such factors as the riskiness of the behavior, the size of the company, and the nature of the pool of applicants. Managers view assertive behavior, displayed in work-related interactions, more favorably than self-effacing behavior. Assertive customers more readily stand up for their rights and have more positive perceptions of business than nonassertive consumers. Less reliance on analogue studies and improved measurement systems for assessing social reactivity to assertiveness were recommended.
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