Ah, that's the spot: Why scratching brings relief

CHICAGO (Reuters) - Oh, it brings such blessed relief and now scientists can tell you why -- scratching an itch temporarily shuts off areas in the brain linked with unpleasant feelings and memories.

"Our study shows for the first time how scratching may relieve itch," Dr. Gil Yosipovitch, a dermatologist at Wake Forest University Baptist Medical Center in Winston-Salem, North Carolina, said in a statement.

Prior studies have shown that pain, including vigorous scratching, inhibit the need to itch. Yosipovitch and colleagues looked at what goes on in the brain when a person is scratched.

Scratching reduced activity in the anterior cingulate cortex and the posterior cingulate cortex -- areas linked with pain aversion and memory.

And the more intensely a person was scratched, the less activity they found in these areas of the brain.