Value is what you get and price is what you pay. Indeed, undervalue stock investing strategy is as simple as shoppers buy familiar brands of products during sales (eg Great Singapore Sales in Jun-Aug, 11 Nov internet retailer sales, etc). However, an investor may feel frightened when “discount” in stocks are incresing, eg. buying a stock with 50% price correction but it continues to fall, sometimes may not recover at all (bankrupt of company during crisis) or long period of low prices. At the same time, a shopper seldom feel frightened when merchant B gives more discount than merchant A as a discount is already enjoyed, shopper knows that it is impossible to buy at the most discount. This implies that there is a gap between stock investor and shopper, particularly related