It depends what lure I'm fishing with. Plugs or topwater lures I usually stop for split second then twitch then retrieve fast or at the same pace as when the fish first struck. With storm shads and other swimmers I slow down almost to a stop and twitch. My thoughts are if the fish is whacking it, it's trying to stun it so it can eat it. So I give it what it wants and slow it down as if it where stunned or injured from the whack. Who knows though. This is another informative thread that helps to get feedback on.
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