The social perception of assertive behavior as a function of response class and gender

Abstract

Seven distinct response classes of assertiveness were identified through a literature search and the factor structure of assertiveness inventories. Male and female subjects evaluated vignettes of males and females behaving assertively as defined by the seven response classes. Factor analysis of the ratings identified an Evaluative factor and a Perceived Assertiveness factor. Analyses of variance on the factor scores revealed that the potency and social evaluation of the assertive behaviors varied among the response classes and, further, that labeling assertive behavior and the social evaluation of the asserter are independent judgments. Although the response classes closest to dictionary definitions of assertiveness were labeled more assertive, these received mixed social evaluations with some giving approval and others not. Male and female observers perceived assertiveness similarly for both male and female assertion. Unexpectedly, male asserters were consistently devalued by both male and female observers.