Cognitive Dissonance-Driven Word-of-Mouth Resistance: A Study of the Blocking Effect of the Mouth Link in the ISMAS Model and Generation Z's "Anti-recommendation" Behavior

Wanrong Wu

doi:10.54254/2754-1169/2025.BL27614

Wanrong Wu^*

Jinan University

^* Corresponding author: 18023361960@163.com

Published: 14 October 2025

DOI: https://doi.org/10.54254/2754-1169/2025.BL27614

Abstract

Currently, digital consumption has become mainstream, and social e-commerce platforms are increasingly important. As the leading consumer demographic, Gen Z relies heavily on online word-of-mouth, where the phenomenon of "anti-recommendation" is common. Negative word of mouth is particularly prominent, giving rise to active searches for "pitfall avoidance" and "bad reviews" to verify authenticity and assess risk. Within the ISMAS (Interest-Search-Mouth-Action-Share) model framework, this reflects a decision-altering pathway where Interest triggers Mouth (verification), leading to Action blockage. This study reveals the anti-marketing logic of Generation Z in word-of-mouth management on social e-commerce platforms, and optimizes the ISMAS model to provide risk-hedging strategies for enterprises. Questionnaire and SPSS analysis show that negative word-of-mouth and cognitive dissonance significantly affect purchase intention, but active seeking of negative word-of-mouth represents high cognitive cost, triggered less than low-cognitive emotional validation. Thus, platform managers and merchants need to improve through constructing dynamic IWOM (Internet Word of Mouth) governance, reconfiguring advertisement dissemination, and optimizing algorithmic architecture.

Keywords: ISMAS model , cognitive dissonance , negative word-of-mouth validation , anti-recommendation , Generation Z

AEMPS Vol.220

ISSN (Print): 2754-1169

ISSN (Online): 2754-1177

ISBN (Print): 978-1-80590-389-5

ISBN (Online): 978-1-80590-390-1

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Article Information

Received: 29 August 2025

Published: 14 October 2025

DOI: https://doi.org/10.54254/2754-1169/2025.BL27614

Article Type: Research Article

Cite this article

Wu,W. (2025). Cognitive Dissonance-Driven Word-of-Mouth Resistance: A Study of the Blocking Effect of the Mouth Link in the ISMAS Model and Generation Z's "Anti-recommendation" Behavior. Advances in Economics, Management and Political Sciences,220,183-188.

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Volume Title: AEMPS Vol.220

Part of Series: Advances in Economics, Management and Political Sciences

ISSN: 2754-1169 (Print) / 2754-1177 (Online)

Article Information

Cite this article

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