In the early 20th century, a French pharmacist named Emile Coué introduced the world to a simple yet radical idea: autosuggestion. His famous mantra, “Every day, in every way, I am getting better and better,” promised self-healing, resilience, and success—simply by repeating positive affirmations. His method spread like wildfire, with thousands claiming miraculous transformations.

But does it actually work? And if so, how?

As a therapist, I appreciate the potential of positive mental conditioning, but I also believe that a gut feeling is not enough when implementing a technique with clients. For me, scientific validation is essential. And while Coué’s method has been met with skepticism, modern research—especially in the field of hypnotherapy—suggests there may be more to autosuggestion than meets the eye.

Who Was Emile Coué?

Emile Coué (1857–1926) was a pharmacist who made an unexpected discovery: when he gave patients medications with encouraging words, their recovery rates improved significantly compared to when they took the same drugs without encouragement. This led him to believe that the mind had a powerful influence over the body.

Coué’s method of conscious autosuggestion involved individuals repeating affirmations daily, bypassing their conscious doubts and embedding new beliefs into their subconscious. His techniques gained international recognition, with countless testimonials of people overcoming anxiety, chronic pain, and even physical illness.

However, while Coué’s work was revolutionary at the time, it lacked scientific rigor—leading many to dismiss it as mere placebo. But what if there was a way to make autosuggestion more effective? This is where hypnotherapy comes in.

The Science of Autosuggestion: Can It Rewire the Brain?

While Coué’s theories were ahead of his time, modern psychology has partially validated his claims. A 2022 study in Experimental Brain Research by Myga, Kuehn, and Azanon suggests that autosuggestion works through three mechanisms:

1. Reinstantiation – Repeating ideas until they become an internalized belief.
2. Reiteration – Overwriting negative thoughts with repeated affirmations.
3. Volitional Control – Using cognitive effort to regulate emotions and behaviors.

This aligns with studies on self-hypnosis, neuroplasticity, and the placebo effect. Research in autogenic training—a relaxation method based on autosuggestion—has shown that consistent mental rehearsal can physically alter brain pathways, reducing stress and even affecting physiological responses.

Yet, the effectiveness of autosuggestion alone remains limited, because the conscious mind often rejects positive statements it doesn’t believe. For example, if someone suffering from depression repeats, “I am happy,” their mind might respond, “No, you’re not.”

This is why hypnosis plays a crucial role in enhancing autosuggestion.

Why Autosuggestion Works Better in a Trance State

Hypnotherapy provides a unique advantage over traditional autosuggestion. When in a hypnotic trance, the critical mind relaxes, allowing suggestions to bypass resistance and embed directly into the subconscious. This is why suggestibility increases under hypnosis.

Studies on hypnotherapy and cognitive behavioral therapy (CBT) have shown that suggestions given during hypnosis lead to greater changes in behavior and emotional states compared to conscious affirmations alone. A 2016 meta-analysis published in the American Journal of Clinical Hypnosis found that hypnotic suggestion significantly improved pain management, anxiety reduction, and behavioral change.

This is why, as a therapist, I believe that if autosuggestion is going to work, it needs to be delivered in the right mental state. Hypnotherapy provides the ideal conditions for deep, lasting transformation because:

• The subconscious mind is more receptive – In hypnosis, affirmations become more believable, making them more likely to influence behavior.
• There is less internal resistance – The conscious mind’s tendency to reject statements is reduced.
• Physiological responses are activated – Studies show that hypnosis can change heart rate, blood pressure, and pain perception, reinforcing the autosuggestion.

For example, if a client wants to overcome social anxiety, repeating “I feel confident in social settings” while awake may produce little change. However, under hypnosis, the suggestion feels real and immediate, making it more effective in shaping future behavior.

Is Autosuggestion Enough for Therapy?

Despite its potential, I remain cautious about relying on autosuggestion alone. My main concerns are:

1. It doesn’t work for everyone – Some individuals struggle to override deeply held negative beliefs.
2. It lacks controlled, large-scale studies – While self-hypnosis and autogenic training have shown promise, Coué’s method still lacks comprehensive empirical validation.
3. It can create false expectations – Clients may feel discouraged if they don’t see immediate results.

This is why I prefer to integrate autosuggestion within structured hypnotherapy sessions, ensuring that affirmations align with the client’s subconscious receptivity.

Conclusion: Hope, Hype, or a Powerful Tool?

So, was Emile Coué a genius, or was his method simply a rebranded placebo effect?

The answer lies somewhere in between. While autosuggestion alone has limitations, when applied in the right context—especially within hypnotherapy—it becomes a powerful tool for change. Hypnosis creates the optimal state for suggestions to bypass resistance, allowing them to take root in the subconscious mind.

That said, autosuggestion is not a standalone solution. This is why I use it as one tool among others—alongside hypnotherapy, cognitive-behavioral strategies, and emotional regulation techniques. True transformation requires a multifaceted approach, combining science-backed methods that work in synergy to rewire thought patterns and behaviors.

Coué may not have had the research tools to validate his ideas, but modern psychology is beginning to bridge the gap between belief and evidence. While positive thinking alone isn’t enough, when applied strategically, it can contribute to real and lasting change.

References:

1. Myga, K., Kuehn, E., & Azanon, E. (2022). Autosuggestion: A Cognitive Process that Empowers Your Brain? Experimental Brain Research.
2. Sari, H., Dubois, T., & Luque, J. (2017). Autosuggestion in Elderly Patients: The Role of Expectation in Quality of Life Improvement. Journal of Psychosomatic Research.
3. Montgomery, G. H., DuHamel, K. N., & Redd, W. H. (2000). A Meta-Analysis of Hypnotically Induced Analgesia: How Effective is Hypnosis? International Journal of Clinical and Experimental Hypnosis, 48(2), 138-153.
4. Hammond, D. C. (2016). Hypnosis in the Treatment of Anxiety and Stress-Related Disorders: A Meta-Analysis. American Journal of Clinical Hypnosis, 58(3), 314-328.
5. Schultz, J. H., & Luthe, W. (1969). Autogenic Training: A Psychophysiologic Approach to Psychotherapy. Journal of Psychotherapy & Psychosomatics, 17(1), 12-22.
6. Kirsch, I., Montgomery, G., & Sapirstein, G. (1995). Hypnosis as an Adjunct to Cognitive-Behavioral Psychotherapy: A Meta-Analysis. Journal of Consulting and Clinical Psychology, 63(2), 214-220.
7. Raz, A. (2007). Hypnosis and Neuroscience: A Cross-Talk Between Clinical and Cognitive Research. Nature Reviews Neuroscience, 8(10), 685-694.