Most people lose money in stocks because * they buy good...

Most people lose money in stocks because

* they buy good companies at overvalued prices just about when the market is about to peak
* they buy speculative stocks on the run but hold them for too long like a quality stock, prices fall after initial exuberance fades
* they buy and hold sector stocks for longer than they should, well after sector outlook turned sour, thinking Better for Longer
* they average down their losses, compounding their losses, doubling down on a Dog is more a defiance trait than listening to what the market is telling you
* they buy a dead and buried stock hoping for a bargain and a resurrection without truly understanding if there is a good rationale/premise for that belief
* they buy looking at how cheap the stock is based on the chart in relative terms to its all time high without first understanding if the stock has made multiple CR raise that ballooned its share base - the accurate comparison is market cap (price x shares issued) not just the stock price
* they buy stocks based on what fancies them rather than company fundamentals. E.g buying a shark net protection company because you love sharks
* they are the Johnny-come-lately buying into popular specky stocks after a huge run up but failed to cut loss after stock tank on fundamental problem(s) for not wanting to lose upon selling, only to lose even more. Late FOMO has huge risk of being wiped out if good news don't pan out to expectations built into the share rally. Late FOMO should not overstay.
* they buy a stock that has lost its way and relevance, thinking they get a bargain on a Yesterday Hero stock that they grew up with and which resonated with them. Market opinion and assessment counts, not what resonates with you. You can prosper on a stock you don't like but which the market does, but not with a stock you like that the market does not.