Although consumption is the raison d’être of every new product or service, consumer-and-consumption-research has, over many years, rather marginally dealt with the connection between innovation and consumption. The chapter sheds light on the present state of this research endeavor by first narrowing the relationship between consumption and innovation and secondly presenting some characteristic fields of innovative consumption phenomena. Afterward, selected research contributions are highlighted, as they have dealt with the five adoption classes of Everett M. Rogers’ diffusion research approach, which receives the far most attention in international consumption and consumer research. A brief outlook concludes the chapter.