Dr. Oz says the hardest thing about getting the 45 million Americans who smoke to quit is that they already know how bad smoking is for them—every pack actually tells a smoker about the dangers of premature aging, disease and death. "They seem like very rational people, right? They find a way to work, they get up in the morning, they can do all kinds of things. Yet despite being so rational, they keep trying to kill themselves," Dr. Oz says. "This is an effort for us to understand the biology of addiction."
Smokers continue to smoke not because of a lack of willpower, Dr. Oz says, but because of fear. "People are scared of what's going to happen," he says. "First of all, if I do it and I fail, I may be less worthy. And if I do it and succeed, am I going to be normal?"