In this informational-analytical paper there are analyzed and summarized the results of the most relevant international studies on assertiveness and assertive behaviour, related to the identification of its strengths and the perception of this phenomenon in society. This work aims to summarize different approaches to investigating assertiveness from various perspectives, analyze qualities and psychological characteristics of an 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, as well as a strategy to protect against manipulation.