For Proust it was a bite of a buttery madeleine; for some, it"s the taste of a gooey Mallomar. And for you, it might be a few notes of Yellow Submarine or the sight of a little girl stacking Legos that catapults your mind decades into the past. Under the right conditions, the tiniest trigger can unleash a flood of sunny memories in even the least sentimental among us. Such reminiscence can be healthier than you think. Despite nostalgia"s bittersweet rap and the oft-heard advice to live in the moment, recent studies suggest that the occasional detour down memory lane can give your spirits a significant lift. Thinking of good memories for just 20 minutes a day can make people more cheerful than they were the week before, and happier than if they think of their current lives, report researchers from Loyola University. Most people spontaneously reminisce when they"re alone or feeling down—or both—which suggests that we reach for pleasant memories as an antidote to feeling blue, says Loyola psychologist Fred Bryant. Think of a new arrival to a big city then remember good times with friends back home. Or a premed struggling with college chemistry which bolsters his confidence with memories of high school triumph. "Reminiscence can motivate you," says Bryant. More important, it can give you "a sense of being rooted, a sense of meaning and purpose—instead of being blown around by the whims of everyday life". Researchers at the University of Southampton in the UK have also found nostalgia to be a potent mood booster. Since memories often star important people in our lives, they may give us a comforting sense of belonging. According to studies by psychologist Tim Wildschut and colleagues, people who write about a nostalgic event are more cheerful after the exercise compared with people who write about an everyday experience. The studies also show that people who write about good memories report higher self-esteem and feel more positively about friendships and close relationships. Wildschut adds that people who are disposed to experience nostalgia also tend to see their past as positive, adding support to the idea of a nostalgia-prone personality. Previous research has shown that naturally nostalgic people have high self-esteem and are less prone to depression. They cope with problems more effectively and are more likely than not to receive social support after experiencing stress. Not surprisingly, these well-rooted folks also see their families more often. But even people who aren"t particularly nostalgic can enjoy the benefits of recalling the good old days. For best results, try reminiscing in your head rather than on paper, suggests a forthcoming study in the Journal of Personality and Social Psychology. When Sonja Lyubomirsky, a psychologist at the University of California at Riverside asked participants to either write or think about their happiest life experience, she found that those who replayed their happiest moments in their heads later experienced greater well-being than the writing group. Interestingly, a large body of research, including Lyubomirsky"s, shows that just the opposite happens when people process unpleasant life events: Ruminating about them retraumatises you, whereas analyzing them through writing helps you get past the trauma. But this dichotomy makes sense, since "you don"t want to get past a positive experience," explains Lyubomirsky. On the contrary, she says, "There"s a magic and mystery in positive events," so analyzing them lifts the veil and makes wondrous events more ordinary. For some people, reminiscing about good times can trigger painful emotions. Recalling a career triumph can make you feel like a has-been, and thinking back to cozy weekends with grandma might be a poignant reminder that she"s gone. But it needn"t be that way. "It"s what you focus on," says Lyubomirsky. "Do you focus on how positive it was then, or that it"s over now?" People who see each good experience as permanently enriching are more likely to get a mood boost. But a person who mainly focuses on the contrast between past and present damns every good experience with the attitude that nothing in the future can ever live up to it. To avoid dwelling on this contrast, Bryant recommends connecting the past with the present. As you think about your current job or family, for example, recalling your younger self who once dreamt of this future can enhance your outlook on the life you have now. "Recalled anticipation spices the moment," he says. Certainly, you can overdo reminiscence—"when there"s no joy in the moment except by resurrecting the past," says Bryant. He suggests a better approach to the passage of time: using positive reminiscence as part of a cycle that also includes savoring the present and looking forward to the future. Comprehension

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Retailers" Ethical Policy Growing corporate interest in ethics may be explained by emerging contemporary issues such as bio-ethics, pollution control, and environmental awareness. The ethical wave has not bypassed the retailing sector and the number of retailers committed to "fair trade" is increasing. Specific ethical actions such as good social conduct codes or the rollout of the so-called ethical standard, SA 8000 (Carrefour-Promod), are spreading. Retailers have also defined new job positions such as Executive Manager for the Environment, Import and Social Ethics Manager, or Sustainable Development Manager. Of course, retailers" ethical concern is enmeshed with ulterior motives because of the huge stakes involved. Various consumer studies actually show that if a company were to seriously default on its social and environmental obligations, 62.7% of French consumers would be prepared to shun the purchase of its products and 51.2% would support a boycott. Against the backdrop of increasingly tough competition among retailers, the growing number of scandals and incidents of professional misconduct have also generated deepseated consumer mistrust. Thus, the retailers having suffered the hardest hit by the crisis of confidence erosion have been gradually prompted to revise their business concepts. They now have to forge close ties with consumers to regain their trust. From this standpoint, ethics is an integral part of the development of a durable relationship between companies and their customers and is an inescapable approach for retailers as well. The Place of Ethics in Business Business" recent interest in the concept of ethics was first triggered by "in-house reasons," i.e., globalization and various corporate takeovers weakened corporate culture, and specifically led to the loss of collective bearings. The outside factor of deregulation forced companies to question their values. A company needs to create a common cultural reference and to clarify values, and also to guide or deliberately control employee behaviors. A company will justify any acts or decisions according to moral standards and values. This translates into a formalization of ethics through ethical codes or ethics committees. However, external reasons, such as the pressure of the sociopolitical environment, also explain the ethical approach to business. Mass consumer culture has made way for a more demanding, aesthetic and cultural consumerism. Consumers do not only take into account the material aspects of the products they purchase, but also their symbolic and cultural quality. The new attitude toward consumerism is defined by the search for a social identity. Thus, the formalization of ethics fosters relations with shareholders while conveying a serious, quality image to consumers. The rollout of an ethical policy is sometimes a sincere, albeit opportunistic, reaction of businesses to prevent conflicts, or to deploy conflict risk management. As companies operate within a competitive world where trade battles are won in the field of corporate image, their ethical strategies become instruments extending their power and adding value to the brand. The ethical discourse enhances the brand with an axiological content. This is a good way of avoiding the trivialization of the corporate discourse and of building a bulwark against the competition. Reasons for Integrating Ethics While retailers cannot evade the ethical pressures on companies, they are also in a difficult position as brokers between vendors and consumers. Nevertheless, retailers would like to assert themselves as companies in their own right. They are no longer working to convey the image of their suppliers" products but are seeking to forge their own image and establish their position with regard to their competitors. For instance, aside from the banner store supply, a retailer will also offer a product supply to consumers as a means of differentiating itself from rival businesses and of strengthening consumers" perceived image of the retailer. According to J. Gulbert, who is in charge of the Carrefour advertising budget at BETC Euro RSCG, "The notion of responsibility has become an engine that drives in-store attendance in the same way as low prices do. Carrefour had not thought of communicating on this topic; we suggested it." "A business discourse can no longer be called such if it does not include either a societal or environmental scope," adds Sylvie Cole, Advertising Executive at Carrefour. Retailers build their image in much the same way as companies do. This is because the former are often faced with a conflict between satisfying consumers-to whom retailers would like to offer a wider variety of products at competitive prices-and vendors, reputedly being forced into bankruptcy because of retailers" purchasing policies. Furthermore, consumers" perceived image of the retailer stems from the behavior identified with the store. Consumers satisfied with the quality of the goods and services of the store have a favorable image while dissatisfied consumers form a negative image. Recent research confirms these, albeit old, study findings and shows that consumers will tolerate non-ethical behavior as long as they believe that their investments and income remain the same. Once consumers think that this is no longer the case, they will react either by complaining or by changing suppliers. That is why a retailer"s communication aimed at improving its image may trigger favorable attitudes and spur in-store attendance. The promotion of ethics thus becomes a way for retailers to improve a still negative image. Comprehension

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