Using data of Chinese family-controlled listed firms during 2010—2013,this paper tests the relationship between family control and CSR. Furthermore, it also investigates how executive incentive has an influence on CSR. The results of the study show that firms with higher degree of family control are more likely to assume CSR because of the socio emotional wealth. Further study reveals that less attention to CSR, one of the non-financial objectives, is paid and the tendency of assuming social responsibility weakens when the family firms implement strong incentive (including annual salary and stock rights) for their executives. Thus, family firms should offer high executive incentive, but increase the emotional evaluation mechanism and other non-financial objectives in the performance evaluation, and encourage executives in the pursuit of emotional target as well as financial goals.