Criticism
Scholars have targeted self-help claims as misleading and incorrect. In 2005, Steve Salerno portrayed the American self-help movement—he uses the acronym SHAM: the Self-Help and Actualization Movement—not only as ineffective in achieving its goals, but also as socially harmful. 'Salerno says that 80 percent of self-help and motivational customers are repeat customers and they keep coming back whether the program worked for them or not'. Others similarly point out that with self-help books 'supply increases the demand...The more people read them, the more they think they need them...more like an addiction than an alliance'. Self-help writers have been described as working 'in the area of the ideological, the imagined, the narrativized....although a veneer of scientism permeates the work, there is also an underlying armature of moralizing'.
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