Usually people go further into the loss because they feel it's more unlikely for a 50% loss to occur many times in a row, which is true.
It depends on how many events you have completed and what you are comparing it against. History is completely irrelevant to the future in these events (not all events - some have correlation, but gambling shouldn't or it's rigged) MEANING it doesn't matter how many times you have won or lost in the past, you're JUST as likely to win or lose as before.