Associating words, concepts and ideas happens all the time, subconsciously.

For example, imagine that you're sat on a beach right now, and you've been asked to find the one word that is associated to these:

POOL, SHOES, LESSONS

You'd be more likely to think of:

Swimming race, swimming shoes, swimming lessons.

Than you would a non-beach related word, such as:

Driving race, driving shoes, driving lessons.

This is because the context of being at the beach is influencing how you perceive the world.

Associative Priming

People associate words to emotions—for better and worse.

For example, imagine that there are two internet services available to you. One has capped speeds, and the other does not.

You'd find that people associated more negativity towards "slow speeds", and so if you wanted more users to opt for that package, you might relabel it as a "data saver".

i.e., the value is framed by the emotion conveyed in the content.