We hear any word and have an emotional reaction to it. This is because we are conditioned by OUR experiences connected to that word AND the collective emotions that people have towards that word.
As an example, the word "mother" when spoken with deliberation, evokes an emotional energy realignment. Just imagine the power of sounds repeated billions of times, with great collective devotion and over centuries!
These sounds form the heart of Mantras and deeply influence the energy alignment within us.