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A 25-year-old male was treated by paradoxical intention for erythrophobia that had been present for 12 years. Severe blushing episodes decreased from 28 during the month preceding treatment to three during treatment; there were never more than two severe blushing episodes per month during the 6-month follow-up. The mean duration of each severe episode was 13 minutes before treatment, 8 minutes during treatment, and varied from 4 to 9 minutes during follow-up. Although this treatment is easy for both the patient and therapist, it is important that the patient be highly motivated. A good relationship with the therapist and the use of humor can enhance the therapeutic efficacy of paradoxical intention.