"Stock market," as a term, short circuits the brain. Both words bring to the subconscious brain ideas of food in cupboards and society, perhaps socialising at a market, gaining what is needed for your family in a wholesome manner. The reality of it as a form of "respectable" gambling with winners and losers, always rigged for the wealthiest, remains mostly not indicated. It is closer to horse racing in concept than shopping for the family food. Indeed, pretty much all the words in the banking industry have close cousin words, often spelled and pronounced the same, that also mean something wholesome. This decreases negative reactions in the brain to things that are cold and indifferent, thus decreasing our chances of rebuilding our societies as functional and loving.