Émile Coué, a French apothecary, working between 1882 and 1910, discovered what later came to be known as the "Placebo effect". He reassured his clients by praising each remedy's efficiency and leaving a small positive notice with each medication. In 1901 Coué began to study under hypnosis. In 1913, Coué and his wife founded "La Société Lorraine de Psychologie appliquée". His book "Self-mastery through conscious autosuggestion" was published in England (1920) and in the United States (1922).