Investors will unfortunately feel the excruciating pain of bear markets every now and then. The temptation during these turbulent times is to sell everything, run for the hills and sit on the sidelines. The reason is because as human beings, loss aversion is deeply embedded into our psychological makeup. The pain of losing money is always more powerful than the pleasure of making money. People simply don’t want to lose what has taken a lifetime to achieve, what has been gifted to them, or what has been derived from the sale of a home or a business. Seeing this money evaporate in a moment’s notice is more than gut-wrenching.