I don't know if I've mentioned it here before, but I support Aston Villa FC. I am also very fond of my home city of Birmingham. Earlier I was reading this article about our new managerial appointment and was surprised the feel a flash of disgust at reading the word "Birmingham" - the context being "The Birmingham club are third from bottom on 22 points...".
The explanation as to why I felt this flash of disgust is obvious - with football primed in my mind, when reading the word Birmingham I thought not of the canals and parks which I spent so much time perambulating when I am back home, but of Birmingham City FC - Villa's rivals.
There isn't any greater point to this post, it's just interesting to observe that the same word can have both positive and negative connotations to the same person, dependent upon the way in which the word is primed.