Assertive speaking: An approach to communication education for the future

Bate, Barbara

doi:10.1080/03634527609384599

Cited by 6 publications

(2 citation statements)

References 18 publications

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“…Discussion Since an assertive reply cannot be highly aggressive by its very nature (Bate 1976; Graham and Rees 2003; Vagos and Pereira 2010), we expected and found that only the aggressive sarcastic reply impaired the participants’ attitude toward the brand. This finding is interesting, since it shows that aggressiveness is indeed the causal mechanism that makes consumers respond more favorably to an assertive reply.…”

Section: Resultsmentioning

confidence: 79%

“…Assertiveness has been defined as a communication style that expresses thoughts, feelings, and beliefs in a direct, respectful, and appropriate way (Bate 1976; Graham and Rees 2003; Vagos and Pereira 2010). Extant research shows that assertiveness plays a fundamental role in conflict situations, as it allows individuals to defend their point of view firmly, without offending or disrespecting the others involved (Gilbert and Alan 1994).…”

Section: Confronting Incivility: Assertive Vs Sarcastic Tonementioning

confidence: 99%

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Sarcastic or Assertive: How Should Brands Reply to Consumers’ Uncivil Comments on Social Media in the Context of Brand Activism?

Batista

Barros

Peixoto

et al. 2022

Journal of Interactive Marketing

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Brands are increasingly embracing social activism and adopting positions on controversial issues, prompting some consumers to react by making uncivil comments on social media. How should brands reply to such incivility while maintaining their positions and protecting their reputations? Two common types of reply include either a sarcastic or an assertive tone, but the effects of these types of communication on consumers’ attitudes toward brands remain largely unexplored. Results from a series of five studies exploring different causes (LGBT+ phobia, sexism, and racial equity) show that consumers evaluate brands that reply using an assertive tone more favorably than those using a sarcastic tone, which can be partially explained by the perceived aggressiveness of sarcasm. Additionally, support for a brand's stance acts as a boundary condition on the effect the type of reply adopted by the brand has on consumer attitudes toward the brand. So, the more someone supports a brand's stance, the less their perception of aggressiveness will negatively influence their attitude to that brand. We discuss the implications of these findings for marketing theory and practice.

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Section: Resultsmentioning

confidence: 79%