assertiveness
Is the quality of being self-assured and confident without being aggressive. In the field of psychology and psychotherapy, it is a learnable skill and mode of communication.

Assertiveness is your ability to act in harmony with your self-esteem without hurting others.

• Author: Unknown

                                                 
being assertive is different from being aggressive. being assertive means sticking to your decision and not letting the other person persuade you into doing anything you didnt want to do. i can see alot of assertiveness with parents and their kids. even when kids beg the parent still has to say no because if not the child will start to think they can get whatever they want just by insisting. assertiveness does not mean aggressive. aggression is being mean and bullying others.