One important focus for science education researchers over many years has been the attempts to replace students' commonsense and non-scientific explanations of various phenomena by scientific explanations. The approach we adopted almost three decades ago was conceptual mediation, and this was shown to have a considerable level of success with both conceptual and attitudinal change. However, since that time, advances have been made in the application of both cognitive science and neuroscience to science learning. In particular, evidence has accumulated that, rather than the replacement of the commonsense view, the reality is that learners develop a conceptual profile which includes both the commonsense and the scientific. If this is the case, instead of focussing on conceptual replacement, science educators need to aim more actively at strengthening the learner's executive processes which select contextually appropriate responses and inhibit inappropriate ones. In this paper, the initial development, theoretical basis and the practical applications of conceptual mediation are introduced, following which, these are re-examined in the light of more recent findings. Within this discussion, several potential links to recent cognitive and neuroscientific research are drawn, and these raise issues for further research into the most appropriate teaching approaches for tackling existing non-scientific conceptions.