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The "R" value in insulation specifically indicates the resistance to heat flow through the material. It quantifies how well the insulation can resist the transfer of thermal energy, essentially demonstrating its effectiveness at minimizing heat loss in a building or thermal system. A higher R value means better insulation properties; it slows down the conduction of heat, making it crucial for energy efficiency in heating and cooling applications. This is significant for energy conservation, as proper insulation with an optimal R value can lead to lower energy costs and improved comfort within living spaces.

In consideration of the other choices, heat capacity relates to the amount of heat a material can store, thermal mass refers to a material's ability to absorb and retain heat, and air-tightness pertains to the prevention of air leaks. While these factors contribute to a building’s thermal performance, they do not directly define the R value of insulation. The focus of the R value is solely on the insulation's ability to resist heat conduction.