As we read in the book connotative meaning is emotional or subjective. It depends on what listeners or speakers give to the specific word. So it's easy to say that two different people will likely have two different connotative meanings on the same word. Because we have our own experience and add emotional color to words. We have memories which gives additional meaning to each word. For example, 'cancer' means a catastrophe for a mother whose child is sick and just routine for the doctor who diagnoses it every day.
