Each lobe in cerebrum consists of some area known as association areas which controls thinking and memory.
The association cortices include most of the cerebral surface of the human brain and are largely responsible for the complex processing that goes on between the arrival of input in the primary sensory cortices and the generation of behavior.
Association areas are all the areas in cerebral cortex except primary sensory area and primary motor area. It receives information from sensory areas and it is involved in "higher" functions such as perception, thoughts and decision-making, etc.