“…To examine whether increased endorsement of the biological theory in response to social support for equality evidences reactive distinctiveness or conformity with pro-gay norms, we primed heterosexual men with pro-minority (hierarchy-attenuating) ideologies that emphasized either similarities between groups or the distinct positive attributes of minority groups. Egalitarian ideologiesmuch like colour-blindness and anti-racism ideologiesemphasize similarities between individuals and groups as a rationale for equal treatment, while multicultural ideologies aim to improve intergroup relations by emphasizing valued features that make groups positively different from each other (e.g., Mazzocco, Cooper, & Flint, 2011;Plaut, Thomas, & Goren, 2009;Richeson & Nussbaum, 2004;Vorauer, Gagnon, & Sasaki, 2009;Wolsko, Park, Judd, & Wittenbrink, 2000). Egalitarian arguments in favour of 'tolerance' towards lesbians and gay men are commonly researched in social psychology (Kitzinger, 1987), but some have argued that queer approaches that highlight and value the distinct features of sexual minorities have been comparatively neglected (e.g., Hegarty, 1997;Minton, 1997).…”