The "Liking-Loving Tendency" causes investors to identify personally with their holdings. They ignore faults, favor associated things, and distort facts to maintain positive feelings. This emotional attachment leads them to rationalize bad news and hold deteriorating assets for too long, destroying capital.

Post-mortems of bad investments reveal the cause is never a calculation error but always a psychological bias or emotional trap. Sequoia catalogs ~40 of these, including failing to separate the emotional 'thrill of the chase' from the clinical, objective assessment required for sound decision-making.

The market for financial forecasts is driven by a psychological need to reduce uncertainty, not a demand for accuracy. Pundits who offer confident, black-and-white predictions thrive because they soothe this anxiety. This is why the industry persists despite a terrible track record; it's selling a feeling, not a result.

People justify high-risk strategies by retroactively fitting themselves into a successful subgroup (e.g., 'Yes, most investors fail, but *smart* ones succeed, and I am smart'). This is 'hindsight gerrymandering'—using a trait like 'smartness,' which can only be proven after the fact, to create a biased sample and rationalize the risk.

Kahneman's research reveals a critical asymmetry: we prefer a sure gain over a probable larger one, but we'll accept a probable larger loss to avoid a sure smaller one. This explains why investors often sell winning stocks too early ("locking in gains") and hold onto losing stocks for too long ("hoping to get back to even").

Investors often invent compelling secular narratives—like a permanent housing shortage or "Zoomers don't drink"—to justify recent price movements. In reality, these stories are frequently post-hoc rationalizations for normal cyclical fluctuations. The narrative typically follows the price, not the other way around, leading to flawed trend extrapolation.

Nassim Taleb's "narrative fallacy" describes how we construct overly simple stories about the past. Focusing on Google's successful decisions exaggerates the founders' skill while ignoring the critical role of luck and the countless other companies that failed despite similar strategies.

When faced with a difficult question (e.g., calculating intrinsic value), our mind substitutes it with an easier one (e.g., "Do I like this company's story?"). This mental shortcut, detailed by Kahneman, leads to significant judgment errors in investing by prioritizing feeling over analysis.

Based on Daniel Kahneman's Prospect Theory, once investors feel they are losing money, their behavior inverts. Instead of cutting losses, they adopt a "double or nothing" mentality, chasing high-risk gambles to escape the psychological pain of loss.