 Further, mental imagery of neutral scenes, for example, a rose garden, reduces desire for a cigarette in people who are trying to give up smoking (May et al, 2010). Olfactory mental imagery of unrelated odors has the same effect (Versland and Rosenberg 2007). Desire for eating chocolate can also be reduced by mental imagery of neutral scenes (Kemps and Tiggermann 2007, Harvey et al. 2005) and also by engaging involuntary mental imagery (by, for example, modelling clay out of sight (Kemps et al. 2004)). Some of these results show that mental imagery influences desires. Others show that mental imagery is a downstream consequence of desires. In short, if we manipulate mental imagery, the desire changes and if we manipulate desires, the mental imagery changes.