Sears’ repair of its auto service image: Image restoration discourse in the corporate sector

Jim Conran of the California Department of Consumer Affairs accused Sears’ auto repair centers of overcharging their customers. This accusation raised serious questions about whether Sears’ customers could really “Count On Sears” as its advertisements had assured us for years. I analyze this persuasive attack and apply the theory of image restoration discourse to Sears’ attempt to restore its tarnished reputation. I argue that the accusations were persuasive, while Sears’ response—especially its initial response—was weak.