If the stock goes down we want to buy more.
Ben didn't want to lose money. He had had a rough time during the depression.
You never really know a stock until you own it.
Most look at earnings and earnings potential, well I can't get into that game.
When it comes to investing, my suggestion is to first understand your strengths and weaknesses, and then devise a simple strategy so that you can sleep at night!
Look for companies that do not have a lot of debt.