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Émile Coué de la Châtaigneraie (French: [emil kue də la ʃɑtɛɲʁɛ]; 26 February 1857 – 2 July 1926) was a French psychologist, pharmacist, and hypnotist who introduced a popular method of psychotherapy and self-improvement based on optimistic autosuggestion.
"It was in no small measure [Coué's] wholehearted devotion to a self-imposed task that enabled him, in less than a quarter of a century, to rise from obscurity to the position of the world’s most famous psychological exponent.""Indeed, one might truly say that Coué sidetracked inefficient hypnotism [mistakenly based upon supposed operator dominance over a subject], and paved the way for the efficient, and truly scientific." — J. Louis Orton. He identified the placebo effect and treated many patients free of charge.