“The Power” and “The Secret” are larded with references to magnets, energy and quantum mechanics. This last is a dead giveaway: whenever you hear someone appeal to impenetrable physics to explain the workings of the mind, run away — we already have disciplines called “psychology” and “neuroscience” to deal with those questions. Byrne’s onslaught of pseudoscientific jargon serves mostly to establish an “illusion of knowledge,” as social scientists call our tendency to believe we understand something much better than we really do. In one clever experiment by the psychologist Rebecca Lawson, people who claimed to have a good understanding of how bicycles work (and who ride them every day) proved unable to draw the chain and pedals in the correct location.

But ersatz theoretical physics has only so much persuasive power. Byrne also provides several bits of empirical evidence for her claims. For example, in “The Power,” we hear about an anonymous woman who left a long, abusive relationship and “never talked negatively about her ex-husband but instead gave only positive thoughts and words about a new, perfect, beautiful husband.” Sure enough, we are told, she soon met her “perfect and beautiful” new husband, and they now live happily ever after in Spain — which happens to be in Europe, the very continent the woman﻿ had dreamed of visiting!

The intuitive appeal of such stories illustrates the human tendency to see things that happen in sequence — first the positive thinking, then the positive results — as forming a chain of cause and effect. This is even more likely to happen when all the stories we hear fit an expected pattern, a phenomenon psychologists call “illusory correlation.” If we hear only about the crazy coincidences (“I was thinking about getting the job offer, and right then I got the call!”), not the unconnected events (“I thought about getting the offer, but it never came” or “I wasn’t thinking about the offer, then I got it”) or even the nonevents (“I didn’t think I would get the offer, and indeed I didn’t get it”), then we get a distorted picture. Even worse, we can misremember two things as happening in close succession when in fact they happened much farther apart in time, or even in the reverse order. When Byrne tells her readers to “make a connection” between the good things they do and the good things that come to them, she is focusing their attention on positive examples of the law of attraction, thereby reinforcing the illusion that it actually works.

The powerful psychology behind these rhetorical tricks can distract readers from the larger illogic of ­Byrne’s books. What if a thousand people started sincerely visualizing winning the entire $200 million prize in this week’s Lotto? How would the universe sort out that mess? But it’s useless to argue with books like “The Secret” and “The Power.” They demonstrate an exquisite grasp of the reality of human nature. After all, the only other force that could explain how Rhonda Byrne put two books on top of the best-seller list is the law of attraction itself.