It is called self confirmation bias.
https://en.wikipedia.org/wiki/Confirmation_bias
We only want to believe in things that prove we are right, and good, and above others. Our brain is wired to block information unfavorable to us, or proving us inferior.
Once you bought a stock, you only focus on positive news and refused to take losses while the price keeps on tanking. It changes a trade into an investment.
所谓短线变成长线, 炒股炒成股东,泡妞泡成老公。
Just my 2c