The 'don't tell me' factor
Voting for the winners of Strictly Come Dancing, the public is defiantly saving John Sergeant, despite his having two left feet.
Dr Sandra Wheatley, a social psychologist and author, said: "Each week the judges become increasingly frustrated by the public's decision to save John, and that makes us even more determined to vote for him. It's the 'buggeration factor' and it's a part of the British psyche - that feeling of 'I'll show you'. It's the same with X Factor - viewers like to inflict their opinions on Simon Cowell by voting against his wishes."
Don't count this factor out on the political scene.