A swing key (swing thought) is a conscious thought or image that is used just before and/or during the execution of a golf shot. 113 players who were competing in tournaments on the PGA European Tour (1989–1991) were interviewed about their use of swing keys. It was found that all these players reported use of swing keys for full shots either on the practice ground and/or on the course. The nature, origin and function of swing keys are discussed especially with regard to imitational and instructional learning. At any one time on the Tour, there were not many players using swing keys on chipping. The use of swing keys in chipping is discussed in terms of theory in cognitive psychology about conscious control of action Finally, there is a discussion of what is written about swing keys in Bob Rotella's influential books on golf psychology
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