If you bought 6 apples for $10, and then the supermarket has a sale on apples and you can buy 6 more for only $2, wouldn't you stock up on apples? Even buy 30 of them, make some extra apple pies and cakes, and so on?
It's the same thing! If there's a sale on stocks, buy some more of them -- stock up!
There are many people who seem to have no problem buying more sale priced apples, baby diapers, laundry detergent, cans of corn, etc., etc. Whether it's emotion or not, a lot of people do this. But somehow they have a problem applying this same basic concept to stocks, even when the stock is literally named Apple. I suppose that's good for me and for other investors who certainly don't mind buying stocks that are on sale -- early 2009 was lovely -- and so it goes.
The concept is correct, but the psychology is different.
People buys apples is to consume them, not to sell them later. It doesn't matter what the apple price is because we just want to eat it and throw away.
Also, people don't spend a fortune on apples. Buying $10 worth of apples and additional 6 more at $2 is not a problem because this is just a small portion of their wealth.
Stocks are different.
People buy stocks to sell them later at higher price. The more the price falls, the more losses they incur and the more difficult for them to recover their losses. Psychologically, people panic when you see their wealth depreciate lower.
Also, people don't spend $10 buying stocks. They usually spend thousands and sometime their entire fortune buying stocks. If you spend half your fortune to buy at $10, spending the other half to buy at $2, takes a strong psychological mind. Even if you are strong and able to buy the rest at $2, what happens if its price falls to $1 or worst got suspended. Are you willing to take that risk?
My strategy is different.
If the apple fall to $9.50, I sell them. I keep all my cash. When the apple falls to $2, I buy back them back again. When the apples rise to $5, I'm already in profit. I don't have to wait until the apples to reach $10 to be in profit and I don't lock up my capital for unnecessary risk.