DUBAI // A controverial "behavioural technology" called neuro-linguistic programming (NLP) has both supporters and sceptics in Dubai.
NLP is said to allow people to choose or alter their emotional, physical and mental states through the subconscious, using hypnotherapy, controlled breathing and other techniques.
"We show how to hypnotise audiences or clients honestly and ethically," said Safiya Hussain, CEO of Dubai-based Orators' Forum Institute for Human Development and Behavioural Therapy, which offers NLP.
"People talk about recession," said Mrs Hussain. "What recession? It doesn't attack people like us when you become equipped with NLP."
Evina Hameeteman, owner of MindXcel Consultancy, also teaches NLP, and said it is used in business to sharpen cognitive abilities.
"NLP is about how language operates in the brain and [about] changing behaviour through language, verbal and non-verbal. You'll gain a toolkit for problem solving, managing and leading," she says.
Some experts are sceptical. Dr Steven Bird, chairman of the department of linguistics at UAE University, said "NLP has been heavily criticised by serious psychological scientists because the creators and practitioners … have provided no evidence for the effectiveness of it."