Kinesiology 1070A/B Lecture Notes - Lecture 18: Conversion Marketing, Takers

• School: Western University
• Department: Kinesiology
• Course: Kinesiology 1070A/B
• Professor: Harry Prapavessis

Document Summary

Recent research in neuroscience and psychology tells us that athletes who view specific scenarios as a threat perform vastly different then athletes who view a smaller scenario as a challenge. Study: conversion rate of penalty takers who were kicking the final shot of a penalty shootout. In scenario (a), professional players only converted 62% of those shots. In scenario (b), professional players converted 92% of the time: same kick, same distance, same target, but a 30% improvement when the player was shooting to win, and not shooting. Most athletes and coaches would agree that choking happens when you are firmly in command of your performance or the competition and you lose because of a change in your mental state. Choking under pressure decreases the standard level of athletic performance, of an athlete when they may be at their peak performance.