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Why do losing players keep playing?"
Any number of reasons:
1) Rec-fish: These players consider time spent at the Poker tables as entertainment. You get to sit in comfy chairs, not standing around a Crap table, or perched precariously on a stool at a
blackjack table. The noise level is a good deal lower, there are well placed TVs so you won't miss the Big Game, pretty girls bring you your favorite libation, and you can socialize with the regs. And they just might come away with some extra walkin' around money, and that's the cherry on top.
2) Self Deceivers: Unlike Bridge, Poker's simple. You could teach a child to play in a few minutes. They have no appreciation for what goes into proper decision-making, but they "think" they have it mastered when they don't. You see the same players on-line and IRL and they play for months -- years -- and never show a lick of improvement.
3) Dreamers: This includes most people: they're dreamers, not do-ers. Show me your Poker library and I'll know how much of a fish you are.
poker books are to be
studied, not
read. Keeping one eye on the page with the other on the TV ain't gonna cut it. They'll lose, lose, lose, then buy another book by some other hot-shot that says substantially the same things they didn't learn from the last half-dozen books they bought, thinking this one will make them a pro. Doesn't work that way.
4) Many other reasons: bad BR management, poor tilt control, personality problems &c, &c, &c.