How to understand "being married to your trade"? (A long one for this morning but stay with me )
The psychological phenomenon at work is called “cognitive dissonance”. As humans, we like harmony and order in our lives; if something is not going according to plan, we fix it and find solutions to bring everything back into a state of order.
There was an experiment where professional racehorse handicappers (people who bet on horse racing) were asked to estimate the likelihood of certain outcomes of horse races before they had placed any bet. After they had placed their bets, they were asked again how certain they were about the outcome of the race.
The obvious findings: after they had placed their bet, the professionals were much more certain and convinced that their decision was the right one, even though nothing had changed.
The horse bettors bet their money on a certain outcome and in order for them to achieve a state of harmony, their minds made them believe that their decision was the right one. It creates a lot of stress if they would have started doubting their decisions and we usually do everything to avoid doubts and stress.
In trading, it works exactly the same. We buy a certain instrument because we believe that its price will go up. But, if prices start falling and our position moves against us, we look for information that confirm our initial idea. We try to create a state of harmony and congruence by creating a strong sense of certainty. The more price goes against us, the more certainty we need to avoid cognitive dissonance, which then creates the effect of “being married to a trade”. Cognitive dissonance causes feelings of unease and tension, and people attempt to relieve this discomfort in different ways. Examples include “explaining things away” or rejecting new information that conflicts with their existing beliefs. When traders make a one-sided market analysis and then are too convinced that they “know” where price will go, then they won't see any information that they are wrong.They then try to come up with excuses why breaking entry rules, chasing price or using too much risk is a good thing.
Basically one wont cut their loss because it would confirm that are were wrong.