who decides for your "endearment", you or your partner?

Philippines
@cathya (706)
March 9, 2009 10:42pm CST
Honey, baby, sweetheart, babe, darling, my love, etc. Those are just samples of the common endearment being used by lovers or partners, this makes a relationship more sweeter. what is your ( you & your partner ) endearment? who decides for it?