Social scientists have a few theories as to why, and they range from schadenfreude (the pleasure we experience when others experience misfortune), to a sense of fairness, to the sense of hope that emerges from unexpected success.

I think it comes down to people believing that there's a lot more to gain if there's an upset.

It doesn't matter whether we're talking about sports or money; people consistently play to their emotions.

Take Harley-Davidson Inc., for example.

The legendary American motorcycle maker is in deep trouble...

Trading Strategies

How to Profit from a Falling American Icon

September 10, 2018 by Keith Fitz-Gerald

The most dependable and consistent way to generate huge profits is to latch on to the world's best companies when they're "going up."

And if they're not?

You do the exact same thing… in reverse.

I know what you're thinking – that can't be possible.

Well, it is.

What's more, you're missing out on half the market's financial potential if you're not profiting from stocks moving in both directions – up AND down.

Let me explain.

The world's best companies – those we profile all the time – have the world's best profit potential. Over time, that translates from higher revenues to higher profits and, in turn, to higher share prices.

Buy "right" and you'll laugh all the way to the bank.

But there's a hard truth to this as well...