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The purpose of this paper is to investigate the role of assertiveness in determining negotiation outcomes in two different cultures and thus to help understand the cultural differences in the relationship between assertiveness and negotiation outcomes in the West and East, where assertiveness is often viewed quite differently.

Data were collected from four simulated negotiations of varying degrees of complexity ranging from the most distributive to the most integrative. Over 400 business students were recruited as subjects from a Western culture and an Eastern culture, namely Canada and China, to participate in the simulations in order to test the cultural differences in the relationship between assertiveness and negotiation outcomes.

The results provide support for the effects of assertiveness on both economic outcome and affective outcome, and thus confirm the importance of assertiveness as a negotiator trait; the relationship between assertiveness and negotiation outcomes is found to be culture dependent whereby assertiveness is associated with economic outcome and affective outcome for Canadians, but only with affective outcome for the Chinese.

This study provides important guidelines for negotiation practitioners. Relevant training and development programs could be designed for international managers to improve their effectiveness when they negotiate with the Chinese who often place more emphasis on affective outcome and on negotiation process.

Negotiation skills become more important in the increasingly globalized world market and research on negotiation needs to provide more knowledge for scholars and negotiation practitioners. This paper attempts to enrich our understanding of negotiation in two different cultures and to provide insights on cross‐cultural differences in negotiation process.

The purpose of this paper is to contribute to assertiveness research and assess the differences in assertiveness as it relates to gender, national culture, and ethnicity.

The data for the study are from 231 undergraduate students majoring in business at one of four academic institutions: three in the USA and one in the Republic of Vietnam. Students completed the 30-item Rathus Assertiveness Schedule.

This research suggests that individuals who are alike in level of education and status demonstrate similar levels of assertiveness, regardless of gender, national culture, or ethnicity. However, differences were seen as the data show white American males to be the most assertive, with African American females next. White females ranked third, followed by Vietnamese females, concluding with Vietnamese males.

Although the sample size is small, the intent of this research was never to have the subjects represent the general population in terms of the variables used. Instead, the authors attempted to control for gender, culture, and ethnicity variables by using a sample of college students who were similar in relation to education and social status. Future research could more fully research the findings from this study which suggest that African American women are more assertive than all other groups with the exception of white males.

This study also gives credence to the suggestion that the global manager, in order to become more effective, needs to fully understand employee differences as represented by gender, national culture, and ethnicity.

We are writing this article and the follow up one next month as a result of our experiences in training people in organisations to become more assertive. At the same time we are drawing on our learning from working on our own personal assertiveness. In this article we describe assertion, aggression and nonassertion, and their effects on individuals. We outline how to see this relating to people in organisations. We end with comments on some of the assumptions about assertiveness and assertiveness training. In the second article we explain our approach to assertiveness training.

The purpose of this paper is to investigate the impact of cross‐cultural differences on Italian firms' internationalization in Algeria, and to determine if performance orientation and assertiveness are perceived by Italian managers of local subsidiaries as important cultural dimensions.

This paper is a qualitative analysis based on a semi‐structured questionnaire and three case studies. All the questionnaires are submitted during an interview in order to clearly explain their purpose and the terms used.

Cultural differences are strongly perceived by Italian managers operating in Algeria. Algerian culture seems to be characterized by a low degree of performance orientation and a low degree of assertiveness, with strong implications for Italian managers.

The sample is still limited and in the future a quantitative analysis on a larger sample should be done in order to evaluate the relationship between family and religious values, on one hand, and performance orientation and assertiveness, on the other.

While entering Algeria, Italian firms have to be aware of cross‐cultural differences. Algerians' low performance orientation and assertiveness discourage local workers to reach higher standards and to improve performance, and they impact on Italian managers' capability to give instructions and to motivate local workers. The involvement of local managers is crucial in overcoming these problems.

While interest towards Southern Mediterranean countries is increasing, there is little written on this topic. The impact of performance orientation and assertiveness on firms' internationalization has not been investigated so far.

Despite representing a relatively small portion of the population, those who experience repeat victimization make up a significant share of all sexual and violent crimes, implying that perpetrators target them repeatedly. Indeed, research reveals specific traits (e.g. submissiveness) and behaviors (e.g. gait) related to past victimization or vulnerability. The purpose of this study is to explore the link between personality traits, self-assessed vulnerability and nonverbal cues.

In all, 40 undergraduate Canadian women were videotaped while recording a dating profile. Self-report measures of assertiveness, personality traits and vulnerability ratings for future sexual or violent victimization were obtained following the video-recording. The videotape was coded for nonverbal behaviors that have been related to assertiveness or submissiveness.

Self-perceived sexual vulnerability correlated with reduced assertiveness and dominance and increased emotionality (e.g. fear and anxiety). Additionally, nonverbal behaviors differed based on personality traits: self-touch was linked to lower assertiveness, dominance and extraversion and higher submissiveness, emotionality and warm-agreeableness.

To the best of the authors’ knowledge, this is the first study of its kind to consider the relationships between personality, self-perceived vulnerability and nonverbal behaviors among college-aged women. Potential implications, including enhancing autonomy and self-efficacy, are discussed.

Purpose: Because past research has investigated nonverbal behaviors in clusters, it is unclear what status value is ascribed to individual nonverbal behaviors. I test status cues theory to investigate whether response latency functions as a status cue. I explore whether it affects behavioral influence or if it only signals assertiveness and does not have status value. I also explore how one's interpretation of response latency impacts behavioral influence.

Methodology: In a two-condition laboratory experiment, I isolate response latency and test its strength independently, and then I measure behavioral influence, participants' response latency, and perceptions of assertiveness. I also conduct interviews to investigate how participants interpret their partner's response latency to understand how people ascribe different meanings to the same nonverbal behavior.

Findings: I find that response latency alone does not affect behavioral influence, in part because how people interpret it varies. However, response latency does significantly impact participants' own response latency and their perceptions of their partner's assertiveness.

Practical Implications: This research demonstrates the intricacies of nonverbal behavior and status. More specifically, this work underscores important conceptual differences between assertiveness and status, and demonstrates how the interpretation of nonverbal behavior can impact behavioral influence.

The purpose of this paper is to contribute to the marketing literature and practice by examining the effect of product pricing on consumer behaviours with regard to the assertiveness and the sentiments expressed in their product reviews. In addition, the paper uses new data collection and machine learning tools that can also be extended for other research of online consumer reviewing behaviours.

Using web crawling techniques, a large data set was extracted from the Google Play Store. Following this, the authors created machine learning algorithms to identify topics from product reviews and to quantify assertiveness and sentiments from the review texts.

The results indicate that product pricing models affect consumer review sentiment, assertiveness and topics. Removing upfront payment obligations positively impacts the overall and pricing specific consumer sentiment and reduces assertiveness.

The results reveal new effects of pricing models on the nature of consumer reviews of products and form a basis for future research. The study was conducted in the gaming category of the Google Play Store and the generalisability of the findings for other app segments or marketplaces should be further tested.

The findings can help companies that create digital products in choosing a pricing strategy for their apps. The paper is the first to investigate how pricing modes affect the nature of online reviews written by consumers.

The purpose of this paper is to link national cultural values to personal pro‐environmental value orientations, in order to investigate why the salience of pro‐environmental value orientations differs cross‐culturally. A value‐based model is proposed and tested in a multinational study.

An empirical investigation of 1,096 consumers was conducted in five nations with a different cultural profile on the two cultural dimensions in‐group collectivism and assertiveness. The paper applies multi‐group structural equation modelling to test the moderating effect of culture on the impact of pro‐environmental values on attitudes and subjective norms.

The study reveals that the influence of a pro‐environmental value orientation differs substantially, according to national cultural values. While an ecocentric value orientation is important in the US, Canadian, German, and Australian samples which hold individualistic values, an anthropocentric value orientation is salient in the Russian sample, characterized by collectivistic values. The hypothesized influence of the national cultural value assertiveness, however, could not be established decisively.

First, the present study considers culture as a national value on an aggregated level. Future studies should take into account cultural values at different levels of aggregation. Second, since only one collectivistic society is the object of the investigation, the results are limited in terms of generalizability.

In order to address the ecocentric value orientation in the analyzed individualistic societies, marketers should emphasize benefits for the environment in the USA, Canada, Australia, and Germany. By contrast, the positive consequences for humankind in general and future generations should be stressed in the collectivistic Russian sample.

The paper contributes to the literature by integrating both individual and national perspectives on the value‐based drivers of environmental concern. The study also provides insight into pro‐environmental consumer behavior in an emerging market (namely Russia), which has so far been neglected in cross‐cultural research.

This study seeks to examine the effects of a “personal effectiveness” training on both assertiveness and Psychological Capital (PsyCap) that were monitored before and after the training.

In addition to self‐ratings, other‐ratings were assembled to explore two ways in which they can contribute to the monitoring of intervention effects. To verify self‐reported results, and to predict participants' performance through the use of self‐other agreement.

Overall, rater and ratee scores showed a similar increase on assertiveness and most components of PsyCap. Self‐other agreement measures showed an increase in agreement for assertiveness and PsyCap after the training. Lastly, the type of relationship between rater and ratee appeared to have significant influence on the consistency between raters, such that agreement was higher for cohabiting partners than colleagues, supervisors or friends.

This study has created a better understanding of the role that the self‐other agreement and PsyCap can play in monitoring intervention effects.

Prosocial advertisers widely use assertive messages to encourage prosocial attitudes and behaviors, but ironically, assertive messages may cause reactance. By applying cultural theories and the reciprocity principle, this study aims to observe whether consumers’ responses to assertive messages hold across culturally different audiences (Americans vs South Koreans) and different consumption situations (price discount vs no discount).

American and Korean participants take part in three experimental studies examining the interactions of nationality, price discounts and assertive messaging for influencing consumer responses, first to a prosocial ad encouraging recycling (Study 1), the second for a campaign requesting donations for disadvantaged children (Study 2) and the third to prosocial messages encouraging water conservation (Study 3).

The three experiments strongly support the moderating role of price discounts and cultural backgrounds in the persuasiveness of assertive prosocial messages. American consumers generally dislike assertive messages, but feel reciprocal obligations if marketers include price discounts, whereas South Korean consumers accept both assertive and nonassertive messages without resistance, and discounts have no effects on persuasion.

The findings make two key contributions to the literature and to prosocial advertising practices. First, although many corporations have adopted philanthropic strategies, few researchers have examined how specific consumption contexts determine the effectiveness of prosocial persuasion. The findings show how price discounts and message framing potentially alter the effectiveness of prosocial messages across Eastern and Western cultures. Second, assertive language evokes reactance, but the findings suggest that reactive responses to prosocial advertising are culture-specific.

International nonprofit organizations and brands using philanthropic strategies might use the guidelines of this study for tailoring strategic, practical prosocial messages that will appeal to consumers from diverse cultural backgrounds. In particular, pro-environmental and charity campaigns targeting North American or Western European populations may consider bundling discounts into promotions to evoke reciprocity.

Findings provide novel implications for social marketers regarding on how to couple message assertiveness and price discounts to maximize the success of prosocial messages in different cultures.