Sharing beliefs and tools. Every investor is looking to admire the company's management, products and services. The investor wants to feel that he has become part of a group of like-minded others and that the group reflects his philosophies and beliefs. He hopes that he's make money and that the company has a strong support system in place. The support system is his reward, and he will stay in the deal for psychological reasons.
People hope for rewards.
But they fear that none of the rewards they want will be there. This creates internal conflict that is quickly transferred onto the microcap company. The company must be responsive to the investor and keep the positive side alive. This is the negative side of the psychological factors. Most investors in microcap companies are unsuccessful and lose money.