This process has been adopted by many “professional” portfolio managers to reduce the true impact of loses by reducing the average cost per share shown in the portfolio.
Averaging should only be resorted to where you are 100% sure that the share price will climb higher than the average cost within a short term and also yield a significant profit per share.
Why you shouldn’t average:
1. Any steep decline in price usually indicates a permanent drop in value of the stock - don’t invest any more money in a losing stock
2. High risk – shares that you will need to average are typically high risk shares with a mediocre return even in the best of situations
3. It is always better to absorb loses immediately and go onto high ROE shares with good risk profiles – the sooner you divest and re-invest your portfolio ROE will improve
Remember that even if you achieve breakeven on averaging - your personal ROE on sale of those shares will still be 0%