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<p>Legal rights and cultural attitudes towards lesbian women and gay men have shifted rapidly in the early 21st century. Using 683,976 visitors to Project Implicit from February 2006 to August 2013, we investigated whether shifts were also observable in implicit evaluations that occur outside of conscious awareness or control. Similar to public opinion polling, the estimated explicit preference for straight people over lesbian women and gay men was 26% weaker on the last day compared to the first. The estimated implicit preference for straight people declined by 13.4% over the same period. The largest shifts in implicit evaluations occurred among Hispanic, White, female, liberal, and young adult participants; the smallest shifts occurred among Black, Asian, male, conservative, and older adult participants. Societal change in evaluation of lesbian and gay people is not limited to what people are willing and able to report. However, change in implicit evaluation appears to be slower. </p>
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