Some people call it boundaries but I call it self love. If someone is disrespecting you, even unintentionally, it's up to you to show them how you want to be treated. Communication is key. No passive aggressive behavior. I agree.
If you pretend to be someone your not to make people like you. And you have to be different for them to like you and they don't then they aren't a real friend. So just be yourself and i promise people will love the real you! So please be yourself.