Abstract
The article examines the association as a mechanism of manipulation of people (students) and how effective technique for self-discovery value-semantic selection of students, since associations are a projection of the inner world. Association have been widely used in psychoanalysis, Sigmund Freud (deep motivation, personal core "hell" mentality may reveal a unique method of psychological analysis – a method of "free" associations), Jung (reference to archetypes, causing people the same unconscious associations; archetype – hereditary memory storage, images and symbols laid down thousands of years). The article highlighted the factors affecting the value and meaning of human choice with the help of associations. The choice depends on the first impression and conditions, affect the integrity of the sensor or its individual elements, such as color, sound, smell, taste and touch. Generating meaning, the emergence of interest and the realization itself depends on the proposed context. The choice in different situations caused collective influence. Negatively impact on the process of meaning – the fear association, often in decision-making – the fear of loss.
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