The average participants in the stock market as a whole are not very well educated about the stock market but it's a game they want to play as they dream of winning.
So they spin the roulette wheel when it feels right to them, which is typically when the market takes a little dip and they believe that playing the game is cheaper.
It is cheaper, but since they don't know how to play well they have a 50:50 chance of winning. But losing the gamble takes money away from them, so their next gamble has less money to play with so it's harder for them to break even.
Wash, rinse, repeat, they eventually go home broke, but they tell their kids they had a great time.