Why do I itch more when I start itching?

It seems that when I begin itching an area (like my arm) more areas begin to itch that never did originally (like my back or legs), is there any reason for this? Is my brain just tuned in when I begin itching or am I just crazy? :) Any suggestions to stop this itching? I put lotion on my hands and arms during the day and then in the mornings and evenings I put lotion on my legs and other areas. Any help would be appriciated.

By "when I start itching" I suppose you really mean "when I start scratching."

Scratching irritates the tissues, which alerts your immune system that something is happening. It sends histamine, a chemical compound designed to do a number of things, all of which are related to protecting you from this perceived threat.

If you are itchy, I would suggest that you use only soaps and lotions with no color or scent. Use laundry soap that has no color or scent. Skip the softener sheets.

If the itching hasn't gone away, try ONE bendadryl. If that doesn't do it, maybe it would be good to see a doctor.

If any of these things helps, gradually re-introduce the products you have been using until you find one that causes you to itch again.

That's the culprit. Either get rid of it or learn to ignore the itching.

For myself, sometimes itch comes naturally...
one is from my old injury, a scar there..
like i stand too long suddenly there is a feeling of itch there..
there is a nice feeling of scratching an itch.. yeah i duno why.. but we were made to do this..

Many lotions have a lot alcohol in them if they are scented, try using something fragrance free since alcohol dries your skin out.

If the itching has any red area to it you could have 'contact dermatitis' a mild condition where your body re acts to a new soap or an ingredient in something you touched or something you ate. There are as many cures as a possible causes but any OTC anti itch medicine may help, calamine lotion is good, ChiggerPlus an insect bite anti itch, or benedryl, lotion or cream, vagisil, or any other of a number of products from preparation H to witch hazel or Aveeno colloidal oatmeal bathes, what works for one may not work for another and what works for another person may not work for you. If after all the home remedies are exhausted then by all means check with a dermatologist, your family Doc or any walk in clinic can refer you.
Why when some place itches another starts is part psyche, the power of suggestion theory, when you see some one else yawn, you yawn, itching is much the same. Also of part the nerve endings may travel some of the same pathways. There are a lot of itches that require a Doc and prescription medication, there are more that home remedies can and do take care of.