Ammo caps can definately help if your already in your groove and just need a nudge.
I talk to myself (in my head, haha). I look at the weight but dont actually acknowledge the fact that it is more than the last lift. Something like this: "What is that? A couple more pounds? Bring it on! The last one went up crazy fast so this one is coming up NO PROBLEM!" I then get angry and approach the weight like its a 225lb warmup, warm up my traps, and blow it straight off the rack!
As far as for max reps it some of the same but with much more "What?! You cant do it pussy?! Move your ass!"
I imagine this is much the same as other people do?