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gwern comments on Sunk Cost Fallacy - Less Wrong
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Suppose you have n shares of stock X, and you're trying to decide whether to sell or to hold onto it for a bit longer; and suppose that if you instead had the current cash value of those shares, you would easily decide not to buy those shares. So it would seem that this amount of money is currently worth more to you as available cash than as shares of this stock. Yet if you already have those shares, particularly if you bought them at a higher price, you may be reluctant to sell them immediately — you'd be inclined to hold onto it in hopes of recouping your loss, even if, given those shares' value in cash instead, you could think of a better use for it than investing it back in the same stock.
Questions:
I think I would call it either the sunk cost fallacy, or the endowment effect/bias.
The latter because you are equally uncertain about whether its value will go up or go down, and so its value to you ought to be exactly its (current) cash-equivalent, and in fact, less because presumably you are risk-averse like all other humans (and so an equal chance of loss or gain is worse than a guaranteed no-loss/no-gain) - and yet you are still holding the stock.