The associative meaning of the word is a kind of "window" in the linguistic consciousness of the individual. With its help one can reconstruct the image about the world. Real world phenomena, acknowledged by man, are reflected in his consciousness, fixing the temporal, causal, spatial and even emotional relations, caused by the perception of these phenomena. All the associations can be interpreted as a model of linguistic consciousness, and in the opinion of psycholinguists one of the best ways to study it is the associative analysis. The article explores the associative field of the concept Family in Romanian. Despite being a universal value of any national culture, in the individual consciousness of the representatives of different ethnic cultures various associations and representations correspond to this concept.