Smoking cue exposure sensitizes smokers to cigarettes (i.e., increases cravings). Research examining the overlap between perception and mental imagery suggests that mentally simulating smoking a cigarette in a manner analogous to actually smoking should lead to habituation or a decrease in a smoker’s motivation to smoke. We sought to determine whether repetitive mental simulation of smoking can engender habituation thereby reducing smoking cue-induced craving and shifts in mood, latency to smoke, and the hedonic response to smoking. These hypotheses were tested in non-treatment seeking smokers (n=61; 24 female/ 37male) ages 18–55 years old, who were not incentivized to quit. We used a 2 (In Vivo Cue: Smoking, Neutral) x 2 (Imagery: Repetitive, Limited) within-subjects design. Results revealed that repetitive imagery altered the effect of cue type for negative mood and subjective cigarette reward as evidenced by significant imagery x cue interactions. Repetitive imagery after a smoking cue reduced negative mood more than limited imagery (β = −1.19, p = .004). Repetitive imagery also reduced the reward derived from smoking a cigarette more than limited imagery (β = −.41, p < .0001). Only main effects of cue type on craving (β = 3.39, p = .01) and positive mood (β = −1.18, p = .03) were found. Greater imagery strength predicted a longer latency to smoke (β = .76, p = .001). Cognitive strategies that directly engage cue-induced craving through repetitive smoking imagery may reduce smoking cue-induced increases in negative mood and reward from a cigarette lapse potentially preventing smoking relapse.