L'objet de cet article est de dresser un inventaire des principales méthodes et outils de mesure des réactions affectives en marketing. Cet inventaire s'articule selon une classification tenant compte du moment de la mesure, du caractère verbal ou non, de l'intervention explicite ou non du consommateur, de la prise de mesure unique ou répétée. Après avoir précisé les avantages et les inconvénients de ces méthodes, nous concluons en présentant les caractéristiques d'un outil de mesure idéal et en nous prononçant pour la mise en oeuvre d'approches multi-méthodes.
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