Using a sample of Chinese family firms listed from 1999 to 2014,we investigate the relationship between non-family leadership and firm performance.We find that firms with a non-family member as board chair perform significantly worse than firms whose chair belongs to the family.Moreover,we show that the underperformance of non-family-chair firms is more pronounced when firms are under weaker outside monitoring and when the controlling families care less about family business longevity.The negative effect of a non-family chair is robust to a variety of endogeneity tests.We also dismiss alternative explanations other than concern for reputation.Overall,our empirical results suggest that the social norms regarding family reputation are important in shaping the controlling shareholders' expropriation incentives and firm performance.