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Relationship marketing, with its attendant goals for the establishment and maintenance of long-term buyer-seller relationships, serves as a guiding philosophy for marketing theory and practice (Reinartz & Kumar, 2003; Sheth & Parvatiyar, 1995). Still, research confirms that not all consumers successfully maintain or even desire relationships with companies or their employees and brands (Bendapudi & Berry 1997; Fournier, Dobscha & Mick, 1998; Odekerken-Schröder, De Wulf & Schumacher, 2003). Further, the types of relationships sought and the depth of their engagement has been shown to vary across individuals (Aggarwal, 2004; Aggarwal & Law, 2005; Fournier, 1998; Price & Arnould, 1999). Realization of the full potential of relationship marketing thus hinges, at least partly, on an effective means by which consumers can be identified according to their relationship propensities (Dowling & Uncles, 1997). Unfortunately, approaches for segmenting customers on the basis of their relationship styles are lacking (Bendapudi & Berry, 1997). Research by Fournier (1998) and Christy, Oliver and Penn (1996) suggests that some customers might be psychologically predisposed to form relationships with companies and brands, and recent empirical research has demonstrated the impact of relationship proneness on consumer behavior (DeWulf, Odekerken-Schroder, & Iacobucci, 2001; Odekerken-Schroeder, DeWulf, & Schumacher, 2003). The present study further explores individual differences in the commercial relationship arena and uses attachment theory to inform the basic question: Which consumers are most likely to build strong relationships …