Explore strategies for addressing misconceptions in physics education through this comprehensive lecture. Delve into the world of Physics Education Research (PER) with a focus on student misconceptions. Discover different types of misconceptions, from basic to complex, and learn effective techniques to challenge and correct them. Examine real-world examples, including the Harvard Question and primitive ideas, to understand how students develop and maintain incorrect concepts. Investigate active learning methods, guided inquiry labs, and the "Predict, Confront, Resolve" approach to facilitate conceptual change. Gain insights into the cognitive processes behind misconceptions, including the role of personal identity and beliefs in shaping understanding. Equip yourself with practical tools to help students overcome persistent misconceptions and develop a more accurate understanding of physics principles.