Three experiments were conducted in the United States and Germany to test whether women and men endorse sexistbeliefs because they are unaware of the prevalence of different types of sexism in their personal lives. Study 1 (N = 120) andStudy 2 (N = 83) used daily diaries as a method to encourage individuals ‘‘to see the unseen.’’ Results revealed thatencouraging women to pay attention to sexism, in comparison to attention to other social interactions, led to a strongerrejection of Modern Sexist, Neosexist, and Benevolent Sexist beliefs (Studies 1 and 2) and to negative evaluations of Modernand Benevolent Sexist men described in profiles as well as to more engagement in collective action on behalf of women(Study 2). In contrast, for men, paying attention to sexism did not have these effects. Results from Study 2 suggest, and fromStudy 3 (N = 141) confirm, that men’s endorsement of Modern and Neosexist beliefs can be reduced if attention to sexismand emotional empathy for the target of discrimination is encouraged. Finally, a follow-up survey indicated that the attitudechange in women and men was stable over time. The implications of these findings for interventions to reduce women’sversus men’s endorsement of sexist beliefs are discussed.