Association value is a concept in cognitive psychology and in particular the psychology of human learning and memory. The association value of a stimulus is a measure of its meaningfulness. It is a strong predictor of how easy it is to learn new information about that stimulus, for example to learn to associate it with a second stimulus, or to recall or recognize it in a memory test. Clearly the concept could be little more than a label for unexplained variation in learning rates. It is given content by the facts that: