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In psychology and marketing, two concepts or stimuli are associated when the experience of one leads to the effects of another, due to repeated pairing. This is sometimes called Pavlovian association for Ivan Pavlov's pioneering of classical conditioning.

Association is a widely used memory tool. Associating a new item (an object, a picture, a smell or anything else a person may wish to recall) to another, more easily-remembered item can allow you to think of them both.

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