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[uh-sur-tiv] /əˈsɜr tɪv/

confidently aggressive or self-assured; positive: aggressive; dogmatic:
He is too assertive as a salesman.
having a distinctive or pronounced taste or aroma.
confident and direct in claiming one’s rights or putting forward one’s views
given to making assertions or bold demands; dogmatic or aggressive

1560s, “declaratory, positive, full of assertion,” from assert + -ive. Meaning “insisting on one’s rights” is short for self-assertive (1865).


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