This study examined the relationship of assertive behavior and taijin-kyofu, which is a social phobic tendency. Three hundred sixty six (366) undergraduates answered a questionnaire that included Rathus assertiveness schedule and scales of taijin-kyofu and praise seeking and rejection avoidance needs. Results of path analysis were consistent with the model that taijin-kyofu was strongly associated with less frequent assertive behavior, and that rejection avoidance was weakly associated with it. On the other hand, praise seeking was associated with more assertive behavior. Clinical implications of the results were discussed.