Editing Autosuggestion (section)

==Suggestion and Auto-suggestion==
[[File:Affections of the Mind-(Thomas Brown)-(Yeates's representation).tif|thumb|Brown's "Affections of the Mind",<br>as discussed in his ''Lectures on the Philosophy of the Human Mind''.<ref>Yeates (2005), p.&nbsp;119.</ref>]]
Coué was so deeply impressed by Bernheim's concept of “suggestive therapeutics” — in effect, "an imperfect re-branding of the ‘dominant idea’ theory that [[James Braid (surgeon)|Braid]] had appropriated from [[Thomas Brown (philosopher)|Thomas Brown]]"<ref name="ONE"/><ref>For more on Brown and "dominant ideas", see Yeates (2005), and (2016b), pp.30-35.</ref> — that, on his return to Troyes from his (1886–1886) interlude with Liébeault and Bernheim, he made a practice of reassuring his clients by praising each remedy's [[Efficacy#Medicine|efficacy]]. He noticed that, in specific cases, he could increase a medicine's efficacy by praising its effectiveness. He realized that, when compared with those to whom he said nothing, those to whom he praised the medicine had a noticeable improvement (this is suggestive of what would later be identified as a "''[[placebo effect|placebo response]]''").
:&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;"Around 1903, Coué recommended a new patent medicine, based on its promotional material, which effected an unexpected and immediate cure (Baudouin, 1920, p.90; Shrout, 1985, p.36). Coué (the chemist) found “[by subsequent] chemical analysis in his laboratory [that there was] nothing in the medicine which by the remotest stretch of the imagination accounted for the results” (Shrout, ibid.). Coué (the hypnotist) concluded that it was cure by suggestion; but, rather than Coué having cured him, the man had cured himself by ''continuously telling himself the same thing that Coué had told him''."<ref>Yeates (2016c), p.63.</ref>