Eötvös effect
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For the experiment to test the equality of gravitational and inertial mass, see Eötvös experiment.
The Eötvös effect is the change in measured Earth's gravity caused by the change in centrifugal acceleration resulting from eastbound or westbound velocity. When moving eastbound, the object's angular velocity is increased (in addition to Earth's rotation), and thus the centrifugal force also increases, causing a perceived reduction in gravitational force.