ABSTRACT
Despite criticisms dating back to the 18th century, the concept of association has remained central in psychology, and the core idea has remained largely unchanged. This chapter describes a fundamental rethinking of the concept of association and of how associative models are used in psychology. While I intend my view to apply generally, associative models are most commonly used in comparative psychology, and a fundamental revision of the concept of association would lead to significant changes in the methods and practices there.
