Critics of 'The Secret' Bemoan Claims

Rhonda Byrne, author of the book "The Secret," arrives at the Time 100 gala, in this May 8, 2007 file photo, at the Time Warner Center in New York. The gala celebrated Time magazine's 100 most influential people in the world. (AP Photo/Stephen Chernin) (Stephen Chernin - AP)

CHICAGO -- The woman with long, dark hair looks yearningly at the gold necklace in the window of a jewelry store. She fixates on the bling. There's some kind of disruption in the atmosphere. And then, the necklace is draped around her neck.

The scenes unfold in "The Secret," a 90-minute-long DVD advocating the power of positive thinking that has sold 2 million copies. More than 5.2 million copies of the book of the same name are in print.

While "The Secret" has become a pop culture phenomenon, it also has drawn critics who are not quiet about labeling the movement a fad, embarrassingly materialistic or the latest example of an American propensity of wanting something for nothing.

Some medical professionals suggest it could even lead to a blame-the-victim mentality and actually be dangerous to those suffering from serious illness or mental disorders.

"It's a triumph of marketing and magic," said John Norcross, a psychologist and professor at the University of Scranton in Pennsylvania who conducts research on self-help books. He believes some are very useful when backed by science and focused on specific problems, such as depression.

"'The Secret' has earned my antipathy for its outrageous, unproven assertions that I believe go beyond the ordinary overpromises of most self-help books into a danger realm," he said.

"The Secret" is the work of Rhonda Byrne, an Australian television and film producer. Her central claim is that the "law of attraction" governs our universe.

"The law of attraction says that like attracts like, and when you think and feel what you want to attract on the inside, the law will use people, circumstances and events to magnetize what you want to you, and magnetize you to it," Byrne said in an e-mail in response to several questions posed by The Associated Press.

She said she was struggling personally and professionally several years ago when she was given a nearly 100-year-old book called "The Science of Getting Rich," by Wallace D. Wattles. In it, readers are guaranteed to become wealthy if they learn and follow "certain laws which govern the process of acquiring riches."

Inspired to do further research, Byrne said, she resolved to create a film to spread the word about what she felt she had learned about the "law of attraction."

The DVD, also available as a Web-based, pay-per-view video, was released in March 2006. It resembles a videotaped seminar, featuring commentators with titles such as "quantum physicist," "philosopher" and "visionary" _ many of whom had already written their own books. Its trailer has cloak-and-dagger images, yellowed scrolls and mystical music evoking another massive publishing hit, "The Da Vinci Code."

The book, which followed last November, features images of wax seals and paper that mimics parchment. It's currently the No. 1 nonfiction book on lists of best sellers, including Publishers Weekly, The Wall Street Journal and USA Today, and is No. 1 on The New York Times' hardcover advice list.