i do think it's mostly in our heads. i knew from day #1 of smoking that i was not going to be a "career" smoker. of course i also developed asthma so that helped with quitting...i knew even more certainly i couldn't do it forever. so that was my mindset. once my son started noticing it (and waving his hands to ward of the smell) i knew i was done. i stopped smoking inside. then i stopped smoking in the car. then i stopped smoking at home (even outside). then last i quit smoking on breaks at work. along the way i switched from menthol, to lights, to ultra lights. i cut back to 1 pack, then 1/2 a pack a day...i forced myself to take baby steps and stayed focused. i always wanted to be a "social" smoker - able to turn it on and off as i chose. i'm not like that. i am either all the way or nothing....sooo i gave up that dream. i knew, a few months in, when i was really really craving one, and i gave in, bummed one at work, and it tasted TERRIBLE and NASTY - that i was done. i wish this for you!