Originally published in 1922, Self Mastery Through Conscious Autosuggestion caused a stir throughout the scientific and religious communities. Émile Coué's assertions that the repetition of certain phrases, or mantras, can have a positive effect on the health and happiness of an individual challenged the existing reliance on chemicals and clergy. However, his theories, which are laid out in straightforward detail in his work, were solidly based on his firsthand experiences with patients, including such stalwart methods as conditioning therapy and the placebo effect. Often invited to lecture on the subject, he finally was motivated to commit it to writing by his desire to help people help themselves. French pharmacist and psychotherapist EMILE COUE (1857-1926) founded the Lorraine Society of Applied Psychology and was known across Europe and the U.S. for his theories on the power of autosuggestion, which was dubbed the "Coué Method" and is still practiced today.
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In 1901 he began to study under Ambroise-Auguste Liébeault and Hippolyte Bernheim, two leading exponents of hypnosis. In 1913, Coué and his wife founded The Lorraine Society of Applied Psychology (French: La Société Lorraine de Psychologie appliquée). His book Self-Mastery Through Conscious Autosuggestion was published in England (1920) and in the United States (1922). Although Coué's teachings were, during his lifetime, more popular in Europe than in the United States, many Americans who adopted his ideas and methods, such as Norman Vincent Peale, Robert H. Schuller, and W. Clement Stone, became famous in their own right by spreading his words.
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