Masaru Emoto (江本 勝, Emoto Masaru, July 22, 1943 – October 17, 2014) was a Japanese businessman, author and pseudoscientist who claimed that human consciousness could affect the molecular structure of water. His 2004 book The Hidden Messages in Water was a New York Times best seller. His ideas had evolved over the years, and his early work revolved around pseudoscientific hypotheses that water could react to positive thoughts and words and that polluted water could be cleaned through prayer and positive visualization.Starting in 1999, Emoto published several volumes of a work entitled Messages from Water, containing photographs of ice crystals and accompanying experiments such as that of the "rice in water 30 day experiment." Source: Wikipedia (en)