The fundamental theory is that smoking is not a "habit" but a maintained by mental conditioning.

: Research indicates the method is at least as effective as the UK’s NHS Gold Standard services, which combine counseling with nicotine replacement. User Experience: Pros and Cons Based on Allen Carr reviews and community feedback: The Illustrated Easy Way to Stop Smoking - Amazon.com

: The psychological "brainwashing" that convinces smokers they need cigarettes to enjoy life or handle stress.