Most physical chemistry experiments analyze bulk samples, rather than single molecules, with the result that each measurement yields an average response from many molecules. In particular, investigation of vector or matrix molecular properties, such as dipole moments or polarizabilities, leads to results that are averaged over a range of molecular orientations. This article presents mathematical methods for calculating these averages for isotropic and partially oriented samples, where the latter might arise from external electric or magnetic fields, flow gradients, or photoselection. Rotational averaging is demonstrated with several examples, including calculations for the potential energy of fixed and mobile molecules in an electric field and quantitative absorption and fluorescence spectroscopy. In the process, the fluorescence anisotropy and the Langevin function are derived. A table of direction cosine averages allows the method to be used for new experiments.
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