This study examines the effect of perspective-taking via embodiment in virtual reality (VR) in improving biases against minorities. It tests theoretical arguments about the affective and cognitive routes underlying perspective-taking and examines the moderating role of self-presence in VR through experiments. In Study 1, participants embodied an ethnic minority avatar and experienced workplace microaggression from a first-person perspective in VR. They were randomly assigned to affective (focus on emotions) vs. cognitive (focus on thoughts) perspective-taking conditions. Results showed that ingroup bias improved comparably across both conditions and that this effect was driven by more negative perceptions of the majority instead of more positive perceptions of minorities. In Study 2, participants experienced the same VR scenario from the third-person perspective. Results replicated those from Study 1 and extended them by showing that the effect of condition on ingroup bias was moderated by self-presence. At high self-presence, participants in the affective condition reported higher ingroup bias than those in the cognitive condition. The study showed that in VR, the embodiment of an ethnic minority is somewhat effective in improving perceptions towards minority groups. It is difficult to clearly distinguish between the effect of affective and cognitive routes underlying the process of perspective-taking.

Big data presents unprecedented opportunities to understand human behavior on a large scale. It has been increasingly used in social and psychological research to reveal individual differences and group dynamics. There are a few theoretical and methodological challenges in big data research that require attention. In this paper, we highlight four issues, namely data-driven versus theory-driven approaches, measurement validity, multi-level longitudinal analysis, and data integration. They represent common problems that social scientists often face in using big data. We present examples of these problems and propose possible solutions.