Reto Schneider has collected some of the most bizarre experiments conducted in the name of science for his book (reviewed here). Here he selects nine of his favourites.

1. Dogbot meets real Dog

In 2003, from in Budapest and the in Paris tried to find out whether dogs would accept Sony鈥檚 commercial dogbot as one of their own. The experiment resulted in a formal scientific publication, , and the insight that the answer is 鈥渘o鈥�.

2. The psychonaut

To find out what would happen if the brain was cut off from all external stimuli, scientist built the first sensory deprivation tank in 1954. Floating in warm water for hours in complete darkness and silence, Lilly began to experience vivid fantasies.

鈥淭hese are too personal to relate publicly,鈥� he reported later. The hallucinations of his test subjects were similarly difficult to categorize scientifically. This was one reason why did not take off.

Lilly later gave up scientific research and founded the firm , which manufactured tanks for domestic use. Having became something of a New Age guru, he died in 2001.

One of the few scientific experiments honoured by Hollywood, Lilly鈥檚 work was the model for the 1980 film . To no one鈥檚 surprise, the real experiments were done with much less flashy equipment than that shown in the film. Lilly sometimes had to switch off the light himself and then climb, in complete darkness, into a tank, which was little more than an outsize bathtub.

3. Psychology鈥檚 atom bomb

This is probably the most famous experiment ever not actually done. American market researcher claimed that he had exposed the audience in a cinema in Fort Lee, NJ to the secret instructions 鈥淓at Popcorn!鈥� and 鈥淒rink Coke!鈥� As a result, the sales of Coca-Cola in the cinema foyer increased by 18.1%, while those of popcorn rose by 57.5%.

Vicary later admitted that the whole story had been fabricated. But it stuck and .

Vicary鈥檚 experiment had its last major airing to date during the US Presidential elections of 2000, when in a TV advert promoting the Republican candidate George W Bush unseen by viewers, when a Democrat policy was mentioned.

4. Holidaying in a draught

Being a guinea pig for the British government鈥檚 in 1946 was very popular with students. They saw it as a cheap holiday: getting free accommodation in spacious flats fully equipped with books, games, radio and telephone, and spending your leisure time playing table tennis, badminton, or golf. You even got paid three shillings a day.

The students were instructed to maintain a distance of at least 9 metres from all unprotected persons, other than their flatmates. The unpleasant part of the experiment began when the participants had to spend half an hour in a draughty corridor after taking a hot bath, had to wear wet socks for the rest of the day, and were infected with nasal secretion from a cold sufferer.

To everyone鈥檚 surprise the experiments demonstrated that the common cold had nothing to do with cold temperatures.

5. Remote control bullfight

Spanish neurologist from Yale University was not only convinced that electrical stimulation of the brain was the key to understanding the biological bases of social behaviour: he was also prepared to prove his case in a rather risky fashion.

On a spring evening in 1964 he came face to face with Lucero, a 250-kilogram fighting bull owned by landowner Ram贸n S谩nchez, who had granted Delgado the use of a small practice ring on his estate of La Almarilla in C贸rdoba for the experiment.

Lucero lumbered towards him. Delgado pressed a button on the remote control. The radio-controlled electrodes he had placed in the brain a few days before the experiment activated. This instantly dissipated the animal鈥檚 aggression 鈥� Lucero skidded to a halt and trotted off.

Delgado鈥檚 experiment was considered newsworthy enough to be published on the front page of the New York Times 鈥� ironically only one year after it was actually done.

6. The 28-hour day

At one time, one of the great unsolved mysteries of sleep research was whether the human sleep鈥搘ake rhythm of 24 hours was merely a habit, changeable at any time, or whether people had an internal, hard-wired body clock.

So sleep researcher set out to find a location where there was no difference between day and night.

He found it in a 20-metre wide and 8-metre high rock chamber in the in Kentucky, where he and his student Bruce Richardson decided to try out a 28-hour day. They would sleep for 9 hours, work for 10 hours and have 9 hours鈥� leisure time.

They spent 32 days in the cave. Richardson adapted to the new cycle after just a week. Kleitman, who was 20 years older, failed to adapt.

7. A year in bed

It sounds like the ideal job for couch potatoes: in January 1986, 11 men went to bed in Moscow, and didn鈥檛 get up for the next 370 days. They were washed lying down, and ate, read, watched television and wrote letters in a prone position.

At the time, this was the simplest method to simulate the effects of weightlessness on Earth. But the 370 days lasted went way beyond anything that had been done before.

In addition to the medical results, it had unintended consequences. Some marriages did not survive the strain, and one of the men fell in love with a researcher who was working on the project.

Each participant had been promised a car as compensation for his efforts. As former Cosmonaut and director of the study says, 鈥淚t was still the Soviet era then, and getting hold of a car wasn鈥檛 easy.鈥� Only one man quit the experiment, after three months 鈥� he already owned a car.

8. The Doctor Fox Effect

The lecture that Myron L Fox delivered in 1970 to a crowd of assembled experts had an impressive enough title: 鈥淢athematical game theory as applied to physician education鈥�. His polished performance at the annual conference of the University of California School of Medicine鈥檚 further education program so impressed the audience that , who didn鈥檛 know the first thing about game theory.

All that Fox had done was to take a scholarly article on game theory and work up a lecture from it that was quite intentionally full of imprecise waffle, invented words and contradictory assertions.

The researchers behind the experiment 鈥� John Ware, Donald Naftulin and Frank Donnelly 鈥� wanted to find out whether a brilliant delivery technique could so completely bamboozle a group of experts that they overlooked the fact that the content was nonsense. The answer is: yes, it can.

At the beginning of the talk, Fox was nervous because he feared people would see through the ruse and recognise him. After all, he was , the vet who looked after the inspector鈥檚 dog, in Columbo. But the performance went so well that by the end he was confident enough to take questions from the audience.

A journalist later wrote: 鈥淚f an actor makes a better teacher, why not a better congressman, or even a better President?鈥� Ten years later Ronald Reagan was elected to the White House.

9. Urine in the web

In 1955, psychiatrists at the Friedmatt Sanatorium and Nursing Home in Basle, Switzerland were trying to find a way to diagnose schizophrenia. They fed urine concentrate from fifteen schizophrenics to spiders and compared the webs that they spun to those constructed by spiders that had been given researchers鈥� urine instead. No systematic differences were found.

However, the researchers found out one thing: concentrated urine 鈥渕ust taste extremely unpleasant, despite all the sugar that was added鈥�. The spiders鈥� behaviour left no room for doubt: 鈥淎fter taking just a sip, the spiders exhibited a marked abhorrence for any further contact with this solution.鈥�