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AbstractThis article examines characteristics of stories in self-improvement books and the values they promote. The analysis of 36 stories from four self-improvement books shows that they are used to illustrate advice. By focusing on grammatical features (e.g., personal pronounyou, interrogative clauses) in the story components (e.g., evaluation, coda), my study shows that these stories promote the idea that individuals, as the primary agent, are responsible for improving their lives (i.e., happier and more fulfilled lives). A study of the coda components also shows that human beings are viewed as having the ability and freedom to choose to improve their status quo. My study shows that stories in self-improvement books are a resource for promoting values.