This study is designed to explore Korean young adult smokers' cognitive structure of smoking behavior. Eighty one of male and female smokers were interviewed and analyzed by laddering technique. The main results are as follows: first, it is psychological utility that smokers expect most through smoking. A sense of instability and tension in stressful situation makes respondents smoke seeking a feeling of diversion, recess and relaxation. With those feelings, smokers try to recuperate the value of stability. Second, peer-group smoking facilitates one's social life helping him/her promote friendships among smokers. Through smoking with friends, smokers feel a sense of fellowship and intimacy. Third, young adult smokers are ambivalent toward smoking. They enjoy smoking but, at the same time, being anxious about health risk and social risk of smoking. Due to the ambivalent attitude, smokers often feel ashamed resulting in damage in self-esteem. Theoretical contribution of the results and practical implication for anti- smoking campaign messages were discussed.