A person's life experiences can stir up negative feelings when the person hears commonly positive words. For example the word “mother” to many brings up good feelings about motherly love and care. However, if you mother was abusive or neglectful you get a negative feeling. Another example is the word “winner”. If one is a winner you are happy for you have won something. Unless you aren't the winner, which makes you the loser by default, and the “winner” automatically turns into a pompous asshole who didn't deserve to win.
A person's life experiences can also stir up positive feelings when a person encounters a commonly negative word. For example when normal people hear the word “masochism” they immediately think of pain. However, there are some people in this world who enjoy punishment and may feel excitement or some sort of arousal when encountering the word. Likewise the word “gluttony” to some bring ugly images of big men, or a skinny Asian man, eating twenty-plus hot dogs in a couple of minutes without regards to the hundreds of thousands of starving African children. Yet to the “gluttons”, gluttony may stir good feelings of fulfillment of ones appetite.
Life experiences can also stir up positive or negative feelings on words that do not commonly have a general feel. For example the word “wall”. The word could stir up positive feelings if one has a wall that is painted in the exact shade of blue one loves. However, if one is in jail, the wall separates you from the free world, therefor earning a negative feeling. Similarly, the word “mall” can stir positive feelings about shopping, or leisure. However on the day before Christmas, the word “mall” can stir up feelings of hell.
Words can stir up different feelings on people depending on their life experiences or special circumstances. If to one person a word has is positive, chances are that there is somebody in this world who thinks the opposite.