Эмиль Куэ: Өзіндік қабілетті арттыру және психологиялық әдістер

French psychologist and pharmacist

Émile Coué de la Châtaigneraie (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. "Coué’s method was disarmingly non complex—needing few instructions for on going competence, based on rational principles, easily understood, demanding no intellectual sophistication, simply explained, simply taught, performed in private, using a subject's own resources, requiring no elaborate preparation, and no expenditure." Coué's method was based upon the view that, operating deep below our conscious awareness, a complex arrangement of 'ideas', especially when those ideas are dominant, continuously and spontaneously suggest things to us; and, from this, significantly influence one's overall health and wellbeing. We possess within us a force of incalculable power, which, when we handle it unconsciously is often prejudicial to us. If on the contrary we direct it in a conscious and wise manner, it gives us the mastery of ourselves and allows us not only to escape from physical and mental ills, but also to live in relative happiness, whatever the conditions in which we may find ourselves. (Coué, 1922b, p. 35.)

Coué's family, from the Brittany region of France and with origins in French nobility, had only modest means. A brilliant pupil in school, he initially intended to become an analytical chemist. However, he eventually abandoned these studies, as his father, who was a railroad worker, was in a precarious financial state. Coué then decided to become a pharmacist and graduated with a degree in pharmacology in 1876. Working as an apothecary at Troyes from 1882 to 1910, Coué quickly discovered what later came to be known as the placebo effect. He became known for reassuring his clients by praising each remedy's efficiency and leaving a small positive notice with each given medication. In 1886 and 1887, he studied with Ambroise Auguste Liébeault and Hippolyte Bernheim, two leading exponents of hypnotism, in Nancy. In 1910, Coué sold his business and retired to Nancy, where he opened a clinic that continuously delivered some 40,000 treatment units per annum (Baudouin, 1920, p. 14) to local, regional, and overseas patients over the next sixteen years. In 1913, Coué and his wife founded The Lorraine Society of Applied Psychology 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 Elsie Lincoln Benedict, Maxwell Maltz, Napoleon Hill, Norman Vincent Peale, Robert H. Schuller, and W. Clement Stone, became famous in their own right by spreading his words. Considered by Charles Baudouin to represent a second Nancy School, Coué treated many patients in groups and free of charge.

The application of his mantra like conscious autosuggestion, "Every day, in every way, I'm getting better and better" is called Couéism or the Coué method. Some American newspapers quoted it differently, "Day by day, in every way, I'm getting better and better." The Coué method centered on a routine repetition of this particular expression according to a specified ritual—preferably as many as twenty times a day, and especially at the beginning and at the end of each day. When asked whether or not he thought of himself as a healer, Coué often stated that "I have never cured anyone in my life. All I do is show people how they can cure themselves." Unlike a commonly held belief that a strong conscious will constitutes the best path to success, Coué maintained that curing some of our troubles requires a change in our unconscious thought, which can be achieved only by using our imagination. Although stressing that he was not primarily a healer but one who taught others to heal themselves, Coué claimed to have effected organic changes through autosuggestion. Baudouin identified three different sources of spontaneous suggestion:
A. Instances belonging to the representative domain (sensations, mental images, dreams, visions, memories, opinions, and all intellectual phenomena);
B. Instances belonging to the affective domain (joy or sorrow, emotions, sentiments, tendencies, passions);
C. Instances belonging to the active or motor domain (actions, volitions, desires, gestures, movements at the periphery or in the interior of the body, functional or organic modifications).

According to Yeates, Coué shared the theoretical position that Thomson Jay Hudson had expressed in his Law of Psychic Phenomena (1893): namely, that our "mental organization" was such that it seemed as if we had "two minds, each endowed with separate and distinct attributes and powers; [with] each capable, under certain conditions, of independent action". Further, argued Hudson, it was entirely irrelevant, for explanatory purposes, whether we actually had "two distinct minds", whether we only seemed to be "endowed with a dual mental organization", or whether we actually had "one mind [possessed of] certain attributes and powers under some conditions, and certain other attributes and powers under other conditions".

Coué noticed that in certain cases he could improve the efficacy of a given medicine by praising its effectiveness to the patient. He realized that those patients to whom he praised the medicine had a noticeable improvement when compared to patients to whom he said nothing. This began Coué's exploration of the use of hypnosis and the power of the imagination. His initial method for treating patients relied on hypnosis. He discovered that subjects could not be hypnotized against their will and, more importantly, that the effects of hypnosis waned when the subjects regained consciousness. He thus eventually turned to autosuggestion, which he describes as
an instrument that we possess at birth, and with which we play unconsciously all our life, as a baby plays with its rattle. It is however a dangerous instrument; it can wound or even kill you if you handle it imprudently and unconsciously. It can on the contrary save your life when you know how to employ it consciously. Coué believed in the effects of medication. But he also believed that our mental state is able to affect and even amplify the action of these medications. By consciously using autosuggestion, he observed that his patients could cure themselves more efficiently by replacing their "thought of illness" with a new "thought of cure". According to Coué, repeating words or images enough times causes the subconscious to absorb them. The cures were the result of using imagination or "positive autosuggestion" to the exclusion of one's own willpower.

Coué thus developed a method which relied on the principle that any idea exclusively occupying the mind turns into reality, although only to the extent that the idea is within the realm of possibility. For instance, a person without hands will not be able to make them grow back. However, if a person firmly believes that his or her asthma is disappearing, then this may actually happen, as far as the body is actually able physically to overcome or control the illness. On the other hand, thinking negatively about the illness (ex. "I am not feeling well") will encourage both mind and body to accept this thought. Likewise, when someone cannot remember a name, they will probably not be able to recall it as long as they hold onto this idea (i. e. "I can't remember") in their mind. Coué realised that it is better to focus on and imagine the desired, positive results (i. e. "I feel healthy and energetic" and "I can remember clearly").

Coué observed that the main obstacle to autosuggestion was willpower. For the method to work, the patient must refrain from making any independent judgment, meaning that he must not let his will impose its own views on positive ideas. Everything must thus be done to ensure that the positive "autosuggestive" idea is consciously accepted by the patient; otherwise, one may end up getting the opposite effect of what is desired. For example, when a student has forgotten an answer to a question in an exam, he will likely think something such as "I have forgotten the answer". The more they try to think of it, the more the answer becomes blurred and obscured. However, if this negative thought is replaced with a more positive one ("No need to worry, it will come back to me"), the chances that the student will come to remember the answer will increase. Coué noted that young children always applied his method perfectly, as they lacked the willpower that remained present among adults. When he instructed a child by saying "clasp your hands and you can't open them", the child would thus immediately follow.

A patient's problems are likely to increase when his willpower and imagination (or mental ideas) are opposing each other, something Coué would refer to as "self conflict". In the student's case, the will to succeed is clearly incompatible with his thought of being incapable of remembering his answers. As the conflict intensifies, so does the problem: the more the patient tries to sleep, the more he becomes awake. The more a patient tries to stop smoking, the more he smokes. The patient must thus abandon his willpower and instead put more focus on his imaginative power in order to succeed fully with his cure.

Thanks to his method, which Coué once called his "trick", patients of all sorts would come to visit him. The list of ailments included kidney problems, diabetes, memory loss, stammering, weakness, atrophy and all sorts of physical and mental illnesses. According to one of his journal entries (1916), he apparently cured a patient of a uterus prolapse as well as "violent pains in the head" (migraine). C. (Cyrus) Harry Brooks (1890–1951), author of various books on Coué, claimed the success rate of his method was around 93%. The remaining 7% of people would include those who were too skeptical of Coué's approach and those who refused to recognize it. "Most of us are so accustomed to an elaborate medical ritual in the treatment of our ills [that] anything so simple as Coué's autosuggestion is inclined to arouse misgivings, antagonism and a feeling of scepticism." Some critics, such as Barrucand and Paille (1986), argue that the astonishing results widely attributed to Coué were due to his charisma, rather than his method. In contrast, Barcs Masson (1962, p.368), observes that Coué was the complete opposite of Jules Romains' character, Dr. Knock "whose exceptional commercial success came from his ability to convince healthy individuals that they had a heretofore unrecognised ailment" and rather than, as Knock did, find unrecognized disease within the healthy, Coué activated dormant health within the ailing. Although Coué never produced any empirical evidence for the efficacy of his formula (and, therefore, his claims have not been scientifically evaluated), three subsequent experimental studies, conducted more than half a century later, by Paulhus (1993), "seem to offer some unexpected support for Coué's claims".

According to Yeates (2016a, p. 19), the protests routinely made by those within the psychomedical establishment (e. g., Moxon, 1923; Abraham, 1926) were on one or more of the following grounds:
(1) "Healing of organic disease by 'self mastery' was impossible! Aside from 'spontaneous remissions' of authentic disease (efficacious vis medicatrix naturæ! ), reported 'cures' were either due to mistaken diagnosis (it was never that disease! ), or mistaken prognosis (it was always going to get better!). Anyway, even if it had been diagnosed correctly, there was no compelling evidence to suggest that Coué's approach had been in any way responsible for the cure." (2) "Even if it was true that, in some extraordinary circumstances, healing by 'self mastery' was possible, Coué's failure to immediately eliminate those with counterproductive limitations — such as, for example, those lacking the required dedication, mind set, talent, diligence, persistence, patience, etc. — resulted in many (clearly unsuited) individuals mistakenly postponing (otherwise) life saving operations and delaying (otherwise) radical medical treatment far beyond any prospect of recovery or cure." (3) "Despite the obvious fact that each 'disease' had a unique cause, a unique history, and a unique (and idiosyncratic) personal impact, Coué treated a wide range of disparate individuals in the same, single group session, in the same way; and, moreover, he treated them without any sort of detailed examination or differential diagnosis." (4) "The method's central 'magical incantation' — a specific formula, uttered a specific number of times, in a special way, using a knotted string — aroused strong opposition, as it reeked of outmoded superstitious practices and beliefs."

While most American reporters of his day seemed dazzled by Coué's accomplishments, and did not question the results attributed to his method, a handful of journalists and a few educators were skeptical. After Coué had left Boston, the Boston Herald waited six months, revisited the patients he had "cured", and found most had initially felt better but soon returned to whatever ailments they previously had. Few of the patients would criticize Coué, saying he did seem very sincere in what he tried to do, but the Herald reporter concluded that any benefit from Coué's method seemed to be temporary and might be explained by being caught up in the moment during one of Coué's events. Whilst a number of academic psychologists looked upon his work favourably, others did not. Coué was also criticized by exponents of psychoanalysis, with Otto Fenichel concluding: "A climax of dependence masked as independent power is achieved by the methods of autosuggestion where a weak and passive ego is controlled by an immense superego with magical powers. This power is, however, borrowed and even usurped".

On 28 June 1936, a monument erected to the memory of Coué, funded by worldwide subscription, and featuring a bust of Coué created by French sculptor Eugène Gatelet, was dedicated in St Mary's Park, in Nancy. The bust was stored for safe keeping during World War II and, post war, was restored to its former position in 1947.

[CGC] 78 RPM recordings (four sides; total approx. 12 mins) of Coué teaching his method: recorded at the Columbia Gramophone Company, New York, 10 February 1923. (Serial nos. A 3840 and A 3841): Coué, E., "Emile Coué’s Own Method of Self Mastery". (Serial nos. A 3842 and A 3843): Coué, E. (1923b), "La Maîtrise de Soi Même par L’autosuggestion Consciente". : "La Maîtrise de Soi Même par L’autosuggestion Consciente" (MP3). [COICC] Coué Orton Institute (1926), Correspondence Course, London: Coué Orton Institute. (I): Coué, E., The World’s Greatest Power, How to Make the Most of It. (II): Coué, E., Conscious Auto Suggestion in Everyday Life. (III): Coué, E., The Key to Complete Living. (IV): Orton, J. L., Personality: Its Nature, Operation & Development. (V): Coué, E. & Orton, J. L., The Coué Orton System of Vocal Culture. (VI): Coué, E. & Orton, J. L., Hygienic Therapy. [COIM] Coué Orton Institute (1926), The Marvels of Couéism, London: Coué Orton Institute promotional literature; see, for instance, advertisement at: The International Psychic Gazette, 13(150), (March 1926), p. 96. [EFI] Single Reel short film (approx. 12 mins) of Coué teaching his method, directed by Earl Hurd (1884 1940), and released in the USA by Educational Films, Inc. on 18 February 1923. The Message of Emile Coué (1923). The film is now lost. (See, for instance, 1923 newspaper report, at M. Coue personally puts his Message of Screen to benefit All, The St. Maurice Valley Chronicle , (Tuesday, 27 February 1923), p. 2; and a typical 1923 advertisement, at The Calgary Daily Herald, (Saturday, 3 Mar 1923), p. 6.) Coué, E. (1912), "De la suggestion et de ses applications ('Suggestion and its Applications')", Bulletin de la Société d’Histoire Naturelle et de Palethnologie de la Haute Marne, 2(1), pp. 25 46. Coué, E. (1922a), La Maîtrise de soi même par l’autosuggestion consciente: Autrefois de la suggestion et de ses applications ('Mastery of One’s Self through Conscious Autosuggestion: Formerly "Suggestion and its Applications"'), Nancy: E. Coué. Coué, E. (1922b). Self Mastery Through Conscious Autosuggestion. New York, NY: American Library Service. (A complete translation, by unknown translator, of Coué (1922a).) Coué, E. (1922c), "Self Mastery Through Conscious Autosuggestion", pp. 5 35 in Emile Coué, Self Mastery Through Conscious Autosuggestion, New York, NY: American Library Service. Coué, E. (1922d), "Education as It ought to Be", pp.50 54 in Emile Coué, Self Mastery Through Conscious Autosuggestion, New York, NY: American Library Service. Coué, E. (1922e). Self Mastery Through Conscious Autosuggestion. New York, NY: Malkan Publishing Company. (A partial translation of Coué (1922a) by Archibald S. Van Orden). Coué, E. (1923a), How to Practise Suggestion and Autosuggestion, New York, NY: American Library Service. Coué, E. (1923b), My Method: Including American Impressions, London: William Heinemann, Ltd.
Coué, E. & Orton, J. L. (1924), Conscious Autosuggestion, New York, NY: D. Appleton and Company.

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