Hurley in “Inside Jokes” describes his “frame” which we subconsciously adopt as we hear a joke. We already have the frame before we hear the story. The particular frame has ‘slots’ which must be filled in for the particular joke we hear. We fill in the frame subconsciously and if we err the punch line of the joke will correct us.
Page 52 (L 867) of Thinking Fast and Slow broaches “idea” in the common use and notes links between ideas. He invokes Hume’s notions on linking as arising from physical or temporal proximity, similarity and causality. A good start but on the small side of what I am thinking. Most such ideas are linked to a word.