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We say that a person is assertive when he or she is able to exercise and/or defend his or her personal rights, for example saying no, expressing disagreements and/or expressing negative feelings without being manipulated, but also without violating the rights of others, as an aggressive person does. Non-assertive people think, feel and act in a particularly weak way when exercising or defending their rights. It must be said that assertive behavior does not necessarily have to generate a change in others, and, although sometimes it is achieved, what matters is the expression of one's own emotion.