Continuing to gamble despite harmful consequences has plagued human life in many ways, from loss-chasing in problem gamblers to reckless investing during stock market bubbles. Here, we propose that these anomalies in human behavior can sometimes reflect Pavlovian perturbations on instrumental behavior. To show this, we combined key elements of Pavlovian psychology literature and standard economic theory into a single model. In it, when a gambling cue such as a gaming machine or a financial asset repeatedly delivers a good outcome, the agent may start engaging with the cue even when the expected value is negative. Next, we transported the theoretical framework into an experimental task and found that participants behaved like the agent in our model. Last, we applied the model to the domain of real-world financial trading and discovered an asset-pricing anomaly suggesting that market participants are susceptible to the purported Pavlovian bias.