Abstract
Prevailing cognitive and behavioral models for understanding assertive behavior are reviewed. The primary assumptions of the behavioral model regarding the causes of assertive and nonassertive behavior are described, relevant supporting research is examined, and the assumptions are critiqued. Because of the relative newness of cognitive formulations, assumptions implied by the cognitive model are examined after a review of the major empirical studies. An attempt is made to integrate the cognitive and behavioral models in a way that considers both situation-specific and person-specific sources of variation in assertive behavior. Implications of this hybrid model for research on assertive behavior are discussed.
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