Why is it when you think you might have an itch, suddenly you have to scratch loads?!

You can go hours quite happily without an itch. They don't pop up every five seconds.... but, if you're lying in bed and think you may have an itch, and you imagine ants crawling all over you, suddenly you can't stop yourself from itching various places (usually ones completely out of reach of your warm and comfortable hands under the covers) every two seconds.

Why???

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