Inconsistency in analysis or partial analysis of information by the brain might result in misunderstanding or even no understanding at all. The brain is friendly to consistency and closely relates to items that are similar in a specific manner or characteristic. The mind, for instance, will tend to force us into remembering items that are placed in a certain grouping in the supermarket. Problems in conceptual analysis arise in various circumstances. In comparative words, for instance, apply in different standards of measure. For the brain to really process information involving comparative words such as big or small, then the context in which the comparative word applies must be specified. For example, a farm is big in terms of area of coverage while a tree is big in terms of height. The specification of the contexts is what enables us to build a complete mental model, and eventually understand concepts much better. In addition, the standards for comparative terms constantly change.