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Despite the widely documented benefits associated with racial diversity in higher education, less is known about why and how race matters. A potential answer may be found in how students conceptualize race. This qualitative study explores students’ underlying racial conceptions, which have been shown to influence various attitudes and behaviors. Semi-structured interviews with 18 undergraduates at one racially diverse campus reveal that racial conceptions are highly malleable and related to the context in which race is evoked. The findings suggest a potential model of campus racial conceptualization and implications for this emergent area of inquiry for higher education researchers and practitioners.