Loss aversion (Kahneman & Tversky 1979): losses hurt psychologically about 2× as much as equivalent gains feel good. We're motivated to undo losses more than to lock in gains.
Casinos exploit this with comp meals, "you're due for a win" framing, free drinks, and bright lighting that erodes time perception.
The remedy isn't willpower — it's pre-commitment. Set a loss limit before you walk in. When you hit it, you leave. No re-evaluation, no "one more round."