This paper reviews the principal theoretical models of drug craving and pro
vides some directions for future research. The main models are classified b
roadly into three categories: (1) phenomenological models; based on clinica
l observation and description; these have been influential in classificatio
n systems of addictive disorders and in the development of pharmacological
therapies; (2) conditioning models: based on conditioning theory; these hav
e been influential in the development of cue exposure treatments; (3) cogni
tive theories; based on cognitive social learning theory: these have been i
nfluential in the development of cognitive therapies of addiction. Ir is co
ncluded that no one specific theory provides a complete explanation of the
phenomenon of craving. However, theories of craving grounded in general the
ories of human behaviour offer greatest promise, and generate more specific
and testable research hypotheses. Theories that do not require craving to
be present for relapse to occur have more empirical support than those that
provide simplistic causal explanations. The cue-reactivity model shows pro
mise in the exploration of the relationship between craving and relapse. Ho
wever, further attention to the phenomenology of craving could help to advi
se the future measurement and study of drug craving, particularly in the co
ntext of research in which drugs are available to human subjects, with adeq
uate ethical safeguards. There is a need for further study of the temporal
dynamics of craving and consensus in the field on the most appropriate meth
ods of measurement. Finally, new psychotherapies such as cue exposure and p
harmacotherapies that aim to attenuate drinking behaviour, such as naltrexo
ne and acamprosate, provide opportunities to improve understanding of the n
ature and significance of craving. However, the relatively uncritical assum
ption that craving is the underlying basis of addiction and represents the
most appropriate target for treatment is challenged.