Knowledge and expectations toward smoking cessation therapies may influence effectiveness. Nicotine vaccination is a novel and promising new therapy for smoking cessation. This qualitative study explored smokers' knowledge and expectations toward nicotine vaccination as well as varenicline and counseling for smoking cessation. We conducted focus group discussions and interviews in 25 smokers at Maastricht University, the Netherlands, in 2010. Data were analyzed using conventional content analysis. Participants had serious misconceptions about the purpose of nicotine vaccination, particularly the belief that nicotine vaccines reduce craving. Expectations toward counseling were highest. These results underline misconceptions smokers can have about cessation therapies.