" Every concept in our conscious mind, in short, has its own psychic associations. While such associations may vary in intensity (according to the relative importance of the concept to our whole personality, or according to the other ideas and even complexes to which it is associated in our unconscious), they are capable of changing the “normal” character of that concept. It may even become something quite different as it drifts below the level of consciousness. "

― C.G. Jung , Man and His Symbols