Buying more of long-held stocks


Hi,

How do you analyse/justify to buy more of your long-held stocks with share prices already few times higher than your AVG?

I had some AAPL pre-split, so even if AAPL drops 50% off its ATH to around $90 per share, which is a bargain to most, it will still bring my AVG up significantly. I know AVG shouldn't be used to evaluate a company, but psychologically I feel like I'm paying more.

So what are the systematic, mathematical and financial ways to determine if I should buy more at higher price? Thanks!


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