American scientists have transformed people into cows using immersive virtual reality programmes with the aim of persuading them to eat less meat.
The University of Stanford's Virtual Human Interaction Lab allows people to step into a cow's hooves for a surreal experience.
The hi-tech computer software subjects humans to being virtually poked with cattle prods and eventually dragged to a virtual slaughterhouse.
Researcher Jeremy Bailenson hopes that participants find the experience so moving that they emphathise with the cattle and choose to eat less meat as a result.
The thinking behind the project is that you remember what it is like to face being taken to slaughterhouse, even in a virtual world.
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