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Physicians self-report high adherence rates for Ask and Advise behaviors of tobacco dependence treatment, but are much less likely to engage in “next steps” consistent with sophisticated management of chronic illness. Important presuppositions regarding the potential “success” of tobacco-related patient interactions are likely limiting physician engagement by favoring the most secure visit outcome despite the limited potential for health gains. Innovative approaches to counteracting the cognitive biases limiting estimations of success probabilities seem to effectively reverse this pattern and provide clues to improving the adoption of target clinical behaviors. Given the enormous access the healthcare system has to dependent patients, re-thinking longstanding traditions may have a profound impact on the tobacco epidemic. Dr. Leone is an Associate Professor of Medicine at the University of Pennsylvania, and direct Penn’s Comprehensive Smoking Treatment Program. He has been a PI, co-investigator and study physician on numerous studies of tobacco dependence treatment, with a focus on the social science of tobacco control and treatment decision-making. He has been active in the publication of a number of treatment guidelines and policy position statements, and remains a strong advocate for adoption of novel, evidence-based approaches to increasing the effectiveness of provider-based care.