Comfort is a sense of physical or psychological ease, often characterised as a lack of hardship. Persons who are lacking in comfort are uncomfortable, or experiencing discomfort. A degree of psychological comfort can be achieved by recreating experiences that are associated with pleasant memories, such as engaging in familiar activities, maintaining the presence of familiar objects, and consumption of comfort foods. Comfort is a particular concern in health care, as providing comfort to the sick and injured is one goal of healthcare, and can facilitate recovery. Persons who are surrounded with things that provide psychological comfort may be described as being "in their comfort zone". Because of the personal nature of positive associations, psychological comfort is highly subjective.