The connotative meaning of a word cannot vary from person to person or group to group.

The connotative meaning of word is a set of feelings or associations that people have with that word. Individual people or groups of people may have different feelings and thoughts associated with the very same word, and so the connotative meaning of a word may vary among individuals or groups. For example, some people may experience fear at the very thought of a spider due, say, to a bad childhood experience with a spider, while others may have mild positive feelings towards spiders due, say, to the role spiders have in ridding their farms of pests. The connotative meanings for the word "spider," then, would differ between these people.