Adrenaline and the lust inside you desiring to push for more, thinking that things will be favored you on your next try, or the feelings that you are in the winning streaks and you don't want to missed more winning results, same with the feeling when you are losing and you think that one more try and luck may back you up and start to win back and recover what you already lose, those are factors that hard to resist when it's start to dominates you.
Adrenaline is one thing but let's not forget that people are greedy with momey. It's natural to have conviction about something you have won, you want to try more to see if you afr going to make something better again but we should learn to know when it's time to exit what you have started, you can't win continuesly just because you have a win and even if you are going to do it, don't go above what you started, continue with the initial wager of the same game you played.
I was on X yesterday when someone share a bet that he lost and it was two games that made him lose. To be honest, that bet wasa difficult call that I would have stop and cashout but he kept there until there wasn't cashout again. He wasn't able to cashout until the bet was not longer available to even get back the money he used to stake, he was greedy otherwise half payment is good momey one should be happy about. Retake similar games again and you can be lucky but greed you know.