Assertiveness and its Theoretical Rationale

Assertiveness, as a variable, has been extensively used m popular literature and m social sciences, business, education and leadership training. Assertiveness represents the ability to stand as what you really are, to be able to express what you feel as opposed to being dominant and humiliating on one hand and submissive on the other hand. The aim of Assertiveness is 'win-win'situation for both the sides as an assertive individual maintains that he or she is the ultimate judge of his/her own behavioral though other people are free to have their own opinions and approveor disapprove as they feel. However, to have a deeper understanding of the 'why' behind the assertive behavior, the theoretical rationale behind the variable acts as the building block.The same is discussed in the Light of literature.