You invest 25% of its share capital to which your analysis of predicted growth. Your expectations, however, were not justified. Price confidence falls. You think: «I did such a thorough and detailed analysis. I spent a lot of time to study the fundamental factors of this company. I can not believe that it is falling. «At this point, you hope that the position will develop, and refuse to close it down. Easiest to keep an open mind, than to admit a wrong decision and take the loss. This is called the cost of flooding: a man increases the debt to a losing position only because it has spent much time, effort and / or money.