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The experience of romantic love is closely interlocked with consumption journeys—yet how and why consumers engage in romantic consumption is not fully understood. This research emphasizes romantic consumption as a novel scholarly domain of theoretical and substantive richness due to its fundamental importance to nearly every consumer’s life and its considerable economic relevance. Specifically, we investigate how attachment styles influence romantic consumption across various contexts, from movies, books, and greeting cards to romantic gaming and online dating. Across six studies, we show that consumers with an avoidant attachment style are less likely to engage in romantic consumption, whereas consumers with anxious and fearful attachment styles are more favorable toward it and emulate the romantic consumption of consumers with a secure attachment style. We propose that this …