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Definition: Association is the process of making mental connections between ideas, feelings or sensations so that the occurrence of one idea automatically recalls the other.
It is a connection or correlation between conceptual entities or mental states that results from the similarity between those states or their proximity in space, time.
The term is also used to indicate the act of associating. Or to indicate a type of organization of members with a common purpose and having a formal structure.
Used in idea generation approaches, such as Brainwriting, Affinity Diagram.