Abstract
In this informational-analytical paper there are analysed and summarized the results of the most relevant international studies and research on assertiveness and assertive behaviour in relation to the identification of its strengths and the perception of this phenomenon in society. This paper aims to summarize different approaches to investigating assertiveness from various perspectives, analyse qualities and psychological characteristics of assertive person and benefits of assertive behaviour, as well as components of assertiveness. In this article assertiveness is revealed as an anti-manipulative trait, the golden mean between aggressiveness and passivity, and a strategy to protect against manipulation.

Key words: assertiveness, assertive behavior, benefits, personal rights, manipulation