Non golfers not put off by complexity of golf rules- It’s the unfairness they don’t like

During the lockdown in the UK, Sport Psychology Ltd (SPL) partnered with new sports think tank Omnes Ludos (Sport for All) to investigate how fair golf rules were perceived by non- golfers.

‘Perceived Fairness’ is extremely important to all primates – and many other species. The research by Professor Frans de Waal & Dr Sarah Brosnan established that fairness is hardwired into our brains as part of their research into morality. Humans and all primates react very negatively to perceived unfairness especially if there are other options- see You Tube video of capuchin monkey fairness experiment :

SPL Chief Psychologist (Stephen Smith) stated “ Golf has always regarded itself as being on a higher moral plane than other sports with fairness & equity a core part of the culture of the game. We wanted to test that perception with the general public who do not play golf. SPL shared a range of golf rules with the study group (117 individuals representative of UK population).

It was very interesting in that the group did not feel that the rules were any more complex or off putting than most other sports. However, they also did not recognise that golf was any fairer and there was a big negative reaction to some specific rules that were perceived to be inherently unfair .

In particular the study group reacted very negatively to the concept that a ball in a fairway divot must be played as it lies. 87% felt this was Unfair or Extremely unfair. This increased to 100% when the group were, subsequently, informed of the winter lies option to move the ball out of the divot.

On interview with the psychologist typical comments were:

“If I hit a good shot why should I be punished unfairly because someone else has been too lazy to put their divot back?”

“If I can move the ball a few inches in winter to create a fair shot why can’t I do that in the summer too- it seems very unfair and lacking in common sense”

“ I am not sure I would want to play a game which has these rules, I want to be treated fairly”

SPL’s chief psychologist stated “The recent revision of the rules of golf has gone a long way to remove the perception of complexity amongst the general public. However, to attract greater numbers to the game the ruling bodies need to address the perception of unfairness that some of the rules create. In a post Covid-19 world equity and fairness are likely to be driving factors in the decisions that people make about the organisations and activities that they will engage with”

For further details contact

+44 (0)7806 794 527

SPL and Omnes Ludos are now investigating the perception of golf – amongst a range of sports- by ethnic minority groups in partnership with a leading diversity and inclusion organisation. Results to be released soon

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As an avid golfer since the age of eleven Dan lives and breathes all things golf.  With a current handicap of eleven he gets out and plays as often as his work life (and girlfriend) allows. Dan confesses to still being like a kid at Christmas when it comes to seeing the latest golf equipment. Having served as GolfPunk’s Deputy Editor, and resident golf geek for the past 13 years and working for golf's oldest brand, John Letters Dan brings to GOLF RETAILING an excellent understanding of the sector.