This brief commentary addresses a few issues relevant to the conceptualization and assessment of craving. It begins by suggesting the utility of the analogy between craving and hunger, another often‐studied subjective experience with presumed motivational significance. It then proceeds to a discussion of procedures for assessing craving, highlighting the limitations of retrospective reports, and the potential utility of real‐time measures. Finally, building upon the findings of such real‐time measures, it suggests the need to differentiate tonic and phasic craving experiences.