How individual consumers cope with brand transgressions can be decisive for the longevity of consumer-brand relationships. However there has been a lack of research concerned with the question of how and why consumers react to transgressions in commercial relationships. Building on attachment theory, the authors developed a conceptual framework of how consumer attachment determines cognitive and emotional response pattern that in turn drive behavioral responses to relationship transgressions in consumer-company relationships. The framework was tested in a study investigating consumer coping responses to marketing relationship transgressions. Secure consumer attachment increases the likelihood of utilizing constructive (voice, loyalty) and decrease the likelihood of utilizing destructive coping strategies (exit, neglect). Study results also support that the effects of consumer attachment on coping strategies are mediated by attributional and emotional response patterns triggered by transgression experiences. Securely attached consumers tended to construe transgression experiences in ways that minimized their negative impact and limited their importance for broader issues of relationship stability.