Why do experts say I should buy more when the market falls?

Because a market drop means the same investments are on sale, and buying more at lower prices boosts your long-term returns – it's the opposite of panic-selling. This is the quiet superpower of automatic contributions: when prices fall, your fixed 401(k) or IRA deposit buys more shares, lowering your average cost over time, a process called dollar-cost averaging. You don't have to be brave or time the bottom; you just have to keep contributing on schedule and not stop. The emotional difficulty is real – buying when headlines are grim feels wrong – which is exactly why automating it helps you act rationally without having to summon willpower in the moment. The caveat: only invest money you won't need for years, and never tap your emergency fund to 'buy the dip.' Steady buying through downturns is how ordinary investors quietly come out ahead.