Run! (Don't Run)

I don't get this. Why would you run? Out of fear, sure. I understand that, but isn't it your duty as an investigator to pursue whatever lies in the darkness? Granted, if anything with sharp teeth and red eyes was to come at me, I would probably run too. And be eaten. Cause big boys don't run very good. But regardless of that, if it was say a spirit, I would go towards it, not away from it. Obviously if they're showing themselves to you, they want you to know they're present and may want to be in contact. But that's just my two cents.