Although quintessential to market exchange and trade, consumer confidence evokes little interest from marketing scholars, and largely persists as an untapped dimension in consumer behavior research. Nevertheless, the dearth of confidence research provides a most useful foundation for investigating how it is both relevant and informative to the study of consumer decision making and behavior. Following a comprehensive review of the theoretical foundations of confidence, an integrated conceptualization is mapped out, and examples of consumer behavior research areas deemed to benefit from a more honed study of confidence are highlighted.