By adopting the methods of literature review and expert interview, this paper makes analysis on the unhealthy psychology of in golf service. It regards that the anxiety in choosing the clubs, worry about the serving results, the tension in the first service and first hole service, and high expectations seriously affect the players" service behavior. It also puts forward successful serving psychology strategies and self-psychological regulation means and methods from the aspects of cognition, emotion and behaviour.%运用文献资料法和专家访谈法,对高尔夫比赛中发球的不良心理进行分析,认为球杆选择焦虑、对发球结果担忧、首发球与第一洞发球紧张、对距离期望过高等严重影响了球员的发球行为,并从认知、情感和行为方面提出成功发球的心理策略与自我心理调控的手段和方法。
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