Project Implicit is an opportunity for citizens to assist psychological research on thoughts and feelings that exist either outside of conscious awareness or outside of conscious control. Participants assess their conscious and unconscious preferences for more than 90 different topics ranging from pets to political issues, ethnic groups to sports teams, and entertainers to styles of music. Participants report attitudes toward or beliefs about these topics and provide general information about themselves. The primary goals of Project Implicit are to provide a safe, secure, and well-designed virtual environment to investigate psychological issues and, at the same time, provide visitors and participants with an experience that is both educational and engaging.