Individuals are motivated by beliefs, irrespective of the truth of those beliefs. What seems to matter rather than the truth of one’s beliefs is the conviction with which beliefs are held. The problem is that helpful beliefs cannot be summoned at will, nor can unhelpful beliefs be so banished, since they are largely the effect of unconscious brain activity. This does not mean, however, that addicts have no way to achieve power over their actions, for knowing the manner of operation of the unconscious provides some tools for directing it toward favorable action. In working on behavioral problems through manipulating the unconscious, though, it is imperative that care be taken with respect to the autonomy of the addict. Instilling false beliefs, however useful, should not be the basis of treatment programs.