Non savvy stock investors hope that when their shares go down, they eventually go back up. The longer the shares go down, the more there is this intention to hold on the shares, because there is this fear to loose. In the long run they don’t even check the ratings of their shares anymore and when the pain is really so high that they can’t stand it anymore they …sell. This is what I call living on HOPIUM.
An emotional intelligent investor will decide when the shares go down, how much he/she can stand to lose ( in eurocents/Dollarcents/etc..) for him/her to keep on sleeping well. Once he/she can’t sleep anymore because he/she worries too much, he/she is going to sell. He/she knows everyday there are opportunities on the stock exchange and that in one way or another softens the pain to sell with loss!