"It was an impulse buy, " he says.

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"It's an impulse buy, " Englehardt said.

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All have seen their share prices ease back down over the past three weeks, after the storm spurred an impulse buy for investors figuring that all the damage in Louisiana and Mississippi would bring big business to the big home builders.

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These emotions in turn trigger an almost irresistible impulse to buy and sell at exactly the wrong moment.

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"Too many of us buy sunglasses on impulse, let's say at an airport, " he says.

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