This chapter examines the role of affective dimensions and reputation in family business risk management, drawing on two complementary perspectives. On the one hand, it explores the link between emotional dimension and decision-making behavior (Emotional dimension and risk-purple cluster), highlighting how identity values, affective relationships, and non-economic goals influence risk perception and adaptability in the face of uncertainty. The analysis highlights the ambivalence of these intangible assets, which can both strengthen family resilience and hinder innovation and strategic planning. On the other hand, the chapter examines the interactions among risk management, reputation, and corporate social responsibility (Risk Management, Reputation, and CSR in Family Businesses-green cluster), emphasizing that ESG practices are often adopted reactively, influenced by institutional context, governance composition, and stakeholder pressure. Reputation emerges as a crucial lever for reducing uncertainty and strengthening legitimacy, but also as a potential source of vulnerability when inconsistencies exist between stated values and practices.