A lot of people go based upon sheer numbers.
I look at history, and whether or not I have faith in the company.
I invested in AMD, and NVidia because I saw what they have done in the past, and I love those two companies, I have faith they will bounce back, be it in a month or a year.
Sirius was a steal.
I watched it piddle around 50 cents for a month then saw it shoot down to 5 cents and snatched it up. I took a huge risk, since it was on the verge of bankruptcy, but I had a hunch that the only real satellite radio provider in the U.S. just couldn't go under. Sure enough direct tv came along and fronted them 600 million dollars for a 40% stake in the company.
Tim Horton's i purchased as an IPO, it had recently been split from Wendy's and I saw how well the restaurant functioned. I also had an inkling they were planning on moving more into the states. Which they slowly are doing.
I buy stocks more for the possible stock price, rather than the dividends. I choose to make the money by selling the stock at much more than i paid for it. rather than buying a stock like GE and getting steady dividends but rarely any stock price change (though now, even GE dropped way down, and now has room to grow).