Émile Coué de la Châtaigneraie (1857–1926) was a French psychologist, pharmacist, and hypnotherapist best known for developing autosuggestion, widely known as Couéism. His method emphasized positive self-affirmation and mental conditioning, influencing modern self-help and psychotherapy.
Born in Troyes, France, Coué studied pharmacy and worked as an apothecary. He observed that patients who believed in their treatment often had better results, leading him to explore psychological influences on health. In 1913, he founded the Lorraine Society of Applied Psychology, promoting self-improvement through autosuggestion. His method gained international recognition, influencing psychotherapy, hypnosis, and personal development.
His most famous work, Self-Mastery Through Conscious Autosuggestion (1920,) introduced his technique of repeating affirmations like “Every day, in every way, I am getting better and better.” Other publications include How to Practice Suggestion and Autosuggestion (1922,) offering practical applications, and The Practice of Autosuggestion (1922,) expanding on mental influence theories.
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