“…Compared to non-family business, in family businesses, individuals often have to balance competing expectations regarding their behaviors for at least the family role and the entrepreneurial role. Because one's identity is characterized by expectations of behaviors for a socially attributed role (Stryker and Burke 2000), we define the family identity as the set of behavioral expectations associated with the family role . Psychologists and sociologists in general contend that the family role embodies expectations about behaviors related to nurturing (Giordano 2003), protection (Goldberg et al 1999), care giving (Lechner 1993), loyalty and commitment to the family (Knoester et al 2007), and perceptions of collective gain/loss (Berger and Janoff-Bulman 2006).…”