The situation changes from person to person, but in my opinion people don't invest for the thrill but because they believe in it, given that bitcoin was born and has had great success in the world.
Pretty much anything you put your money into it means you believe in it, basically. Most people invest in bitcoin because of its high volatility, that could potentially bring fortune to anyone when it hits another ACH.
The thrilling roller coaster ride of bitcoin price is just part of those many factors that could affect your emotions as well as the market sentiments. So, yeah the reaction of each individual invested in bitcoin will be different from each other, the more experienced the person in crypto space the lesser emotional reaction he'd make during price fluctuations.