From Salted: a Manifesto on the World's Most Essential Mineral by Mark Bitterman. Copyright © 2010 Mark Bitterman. Published by Ten Speed Press, a division of Random House, Inc. All Rights Reserved.
Jeremy Bailenson, founding director of Stanford University's Virtual Human Interaction Lab, is studying whether the experience of being a virtual cow will make people feel more empathy. "[Our previous work] showed that if you had occupied the avatar of another person, you showed empathy toward them," Bailenson says. "But no one had ever tried this with another species."