Quote from smilingsynic:
Averaging down with a plan is one thing, but how many have a plan?
For most, I would guess that the reason why averaging down is attractive is because of the cognitive bias called loss aversion.
Simply put, by averaging down, one puts off taking a loss.
Averaging up actually makes better sense in a trending market, but that is not intuitively comfortable for the same reason.
Loss aversion makes one want to take profits immediately and to play with losses.
Traders who do not overcome this cognitive bias are destined to underperform in the long run on a risk/reward basis. They will struggle to keep their accounts making new highs. Their accounts will on occasion make new highs, but then one bad trade will wipe out months or more of profits.
After the losses, they will play small and frightened, like a turtle.
To get off of the cycle, one has to overcome loss aversion.