“…The focus that faculty placed on helping students develop conceptual knowledge is not unprecedented. For over three decades, researchers and practitioners have been calling for a stronger focus on conceptual learning in the undergraduate physical chemistry education (e.g., Physical Chemistry Subcommittee, 1973; Society Committee on Education, 1984;Lippincott, 1988;Moore and Schwenz, 1992;Sözbilir, 2004;Zielinski and Schwenz, 2004;Ellison and Schoolcraft, 2008). These calls have spurred changes to the content and organization of the curriculum (Zielinski and Schwenz, 2004), instructional technologies used to teach the subject matter (Zielinski, 2008), and studentcentered instructional strategies for delivering content and practices (Spencer and Moog, 2008).…”