Building long-term consumer-brand relationships continues to be one of the main challenges for business. Notwithstanding business efforts, consumers have different predispositions towards staying loyal. Extant research has studied the role of relationship proneness in influencing consumers’ loyalty. However, the individual difference correlates of relationship proneness itself have not been studied. The current study explores the role of consumer self-confidence dimensions as antecedents of relationship proneness. Two studies in different consumption settings (everyday purchases, n=209, and retail banking services, n=719) have been conducted to test the role of three consumer confidence types in shaping relationship proneness. The results indicate a systematic pattern of influence of information acquisition confidence and marketplace interaction confidence on consumers’ tendency to stay loyal; as well as confirm the positive role of relationship proneness in stimulating longer relationships with business and decreasing the number of brands used.