THE NEW-CLUB EF­FECT

Golf Digest (South Africa) - - Inside The Ropes -

New equip­ment usu­ally pro­vides a men­tal boost to golfers, so it was sur­pris­ing when Jor­dan Spi­eth hit a rough patch in his game in Au­gust af­ter switch­ing to the new Titleist AP2 716 irons. Much like the kid who is sure he will run faster in new sneak­ers, golfers seek a bit of magic in new equip­ment. About a decade ago, Deb­bie Crews, an LPGA mem­ber with a PHD in psy­chol­ogy, con­ducted a study of 10 women pro­fes­sion­als, specif­i­cally tar­get­ing the new­ness ef­fect. Crews found that brain ac­tiv­ity went up in 26 of 32 mea­sure­ments when one of her sub­jects was given a new put­ter to try. In short, the brain gets ex­cited when given a new toy to play with. The down­side? The ef­fect tends to be short-lived.

In her put­ter test, Crews noted the re­sults were vir­tu­ally al­ways bet­ter on the first 10 putts than on the sec­ond 10 with a new put­ter.

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