学校代码:10272
学号:2020211441
上海财经大学
SHANGHAI UNIVERSITY OF FINANCE AND ECONOMICS
硕士学位论文
MASTER DISSERTATION
论文题目秘密体验对消费者感官刺激
偏好的影响及机制研究
作者姓名王梦影
院（系所）商学院
专业市场营销
指导教师江晓东副教授
完成日期2022年5月23日
摘要我们经常看到大部分广告都描绘了人们在其他人的陪伴下消费产品的场
景。然而，越来越多的广告也开始描绘人们秘密消费产品的场景。例如，
Breyer’s 为其冰淇淋系列做了广告，展示了一对夫妇等待孩子睡觉，这样
他们就可以秘密的享用冰淇淋。秘密消费已经变得越来越普遍，相信每个人
都或多或少有一些秘密消费的经历。秘密可能是积极的信息，例如庆祝朋友
求婚的惊喜派对；它还可能涉及负面信息，例如考试成绩不理想等。大多数
人在生活中都会保守一些秘密，保密已被发现对保密人员有重大影响，被秘
密所占据的人感觉自己身上有重量，这会影响他们的感知和判断。基于秘密
的思想占据模型，该模型描述了一个认知过程系统，当人们避免泄露秘密时，
会主动进行思想压制。这又导致思想的入侵，使得秘密更易获取，这个过程
会反复持续，导致人们对秘密的关注。感官刺激已经广泛存在于各种消费场
景中，商家们为了吸引更多消费者购买产品和服务，经常会使用一些感官刺
激的营销手段，从而达到提升营销效果的目的。但是目前秘密和感官刺激消
费偏好还没有被学者们放在一起进行研究，所以本文是第一篇对秘密和感官
刺激消费偏好进行研究的文章，并且研究秘密的思想占据程度和认知需求在
两者之间所起的作用。
本文研究的主要目的是检验秘密与感官刺激偏好的内在机制；检验秘密
的思想占据程度在秘密与感官刺激消费偏好关系中起着中介作用；验证认知
需求在秘密与感官刺激消费偏好的关系中起着调节作用。通过对国内外有关
文献进行梳理，本文首先是确定了秘密、感官刺激消费偏好、秘密的思想占
据模型及认知需求的定义，整理变量各自的相关理论之后，寻找各变量理论
之间的连接点，在此基础上明确了研究假设，为了验证假设，设计了三个问
卷，采用实证分析法由浅入深研究秘密对感官刺激消费偏好的影响关系、秘
密思想占据程度的中介作用、认知需求的调节作用。
本文的研究结论主要有以下几点：第一，秘密（vs.无秘密）增加消费者
对感官刺激消费的偏好，其中消极秘密（vs.积极秘密vs.无秘密）对感官刺
激消费的偏好最为显著；第二，秘密的思想占据程度中介了秘密与感官刺激
消费偏好，具体来说，秘密（vs.无秘密）会增加秘密的思想占据程度，秘密
的思想占据程度与感官刺激消费偏好之间正相关；第三，认知需求调节了秘
I
摘要
密对感官刺激消费偏好的影响，高认知需求（vs.低认知需求）的个体对秘密
与感官刺激偏好影响更为显著。
本文是第一个研究秘密与消费者感官刺激偏好之间的关系，并借助实证
分析法验证了有秘密的消费者确实会明显增加对高感官刺激的偏好，在该效
应显著之后，验证了秘密的思想占据程度的中介效应，即秘密的思想占据程
度是秘密与感官刺激消费偏好之间的中介变量，最后验证了认知需求的调节
效应，即认知需求是秘密与感官刺激消费偏好之间的调节变量。理论上，本
文不仅扩展了秘密的研究范畴，还丰富了感官营销的研究领域。同时，本研
究提出了中介秘密思想占据程度，还探索认知需求的调节作用。实践上，本
文的研究结论对于企对企业开展营销活动具有一定的现实指导意义：第一，
重视秘密消费会导致消费者对强感官刺激偏好在电商领域的应用。对有秘密
的消费者，企业在店铺设计中可以采用高饱和度的背景色，在图片展示时使
用多种感官刺激交互的内容。第二、对于强感官刺激的产品或品牌，在传播
中要运用一些唤醒秘密的元素。。对一些强感官刺激的产品在广告中不妨加
入了秘密，如营造秘密消费的场景。第三，针对不同认知需求的群体，实行
针对性的精准营销策略。
关键词：秘密感官刺激消费秘密的思想占据模型认知需求
II
Abstract
A Research On The Influence And Mechanism Of
Secrecy Experience On
Consumer’s Sensory stimuli Preference
Abstract
Many of the advertisements we see depict people enjoying the consumption
of products in the company of others.Recently,however,advertisers have also
begun to portray people secretly consuming products.For example,Breyer's ran
ads showing a couple waiting for their children to go to bed so they could keep
their gelato consumption as a secrecy.
Secret consumption has become more and more prevail and it is believed that
everyone more or less has some secret consumption experience.secrecy can be
positive messages,such as a surprise party celebrating a friend's proposal;It can
also involve negative information,such as poor test scores.Most people keep
some secrecies in their lives,secrecy has been found to have a significant impact
on the secret keeper,the person who is occupied by the secrecy feels a weight on
themselves,which will affect their perception and judgment.Based on the
preoccupation model of secrecy,it describes a system of cognitive processes that
actively suppress thoughts when people avoid revealing secrecy.This in turn leads
to the invasion of ideas,making secrecy more accessible,a process continues over
and over again,leading to a focus on secrecy.Sensory stimuli are extensively used
in many consumption scenes.By creating a sensory stimuli consumption
environment,Merchants stimulate consumers'desire to participate and attract
consumers'attention,so that accomplish the aim of improving marketing
effectiveness.However,there is no literature studying the relationship between
secrecy and sensory stimuli consumption preference.Therefore,this paper is the
first one proposes to study the relationship between secrets and sensory stimuli
consumption preference,and to study the role of the preoccupation model of
III
Abstract
secrecy and cognitive needs between them.
This study main purpose is to examine the internal mechanism of secrecy and
sensory stimuli preference;The preoccupation model of secrecy plays a mediator
role in the relationship between secrecy and sensory stimuli consumption
preference .It is verified that cognitive need plays a moderator role in the
relationship between secrecy and sensory stimuli consumption preference.After
reading and sorting out relevant domestic and foreign literature,we clarify the
definition of secrecy,sensory stimuli consumption preference,the preoccupation
model of secrecy and need for cognition,sorting out the relevant theories of
various variables,finding out the connection points between the theories of
various variables,then proposing research hypotheses and designing a
questionnaire.The main effect of secrecy and sensory stimuli consumption
preference,the mediating effect of the preoccupation model of secrecy and the
moderating effect of cognitive demand are studied by using empirical analysis.
This paper’s major conclusions are as follows:Firstly,Secrecy increase
consumers'preference for sensory stimuli consumption,among which negative
secrecy （vs.positive secrecy vs.no secrecy）has the most significant preference
for sensory stimuli consumption;Secondly,the preoccupation model of secrecy
mediates secrecy and sensory stimuli consumption preference.Secondly,The
secret experience positively influences the individual’s preoccupation on
secrecy,Compared with individuals without secret experience,individuals with
secret experience have higher preoccupation on secrecy.Thirdly,Need for
congnition is the moderating variable between secrecy and sensory stimuli
consumption preference,and individuals with high cognitive need （vs.low
cognitive need ）have more positive influence on secrecy and sensory stimuli
preference.
This paper is the first one to study the influence of secrecy experience on
sensory stimuli consumption preference,and through empirical analysis verifies
that secrecy experience can significantly improve consumers'preference for high
sensory stimuli consumption.On the basis of robust and significant main effect,it
verifies the mediating effect of the preoccupation model of secrecy,that is,the
preoccupation model of secrecy is the mediator variable between secrecy
IV