This study explores the persuasion paradox through the lens of the Hierarchical Ising Opinion Model (HIOM), which suggests that personally important attitudes are more resistant to change. We tested this in the context of meat consumption, using a 2x2 experimental design to examine whether experimentally manipulated attitude importance moderates the impact of a persuasive health message on attitudes and behavioural intentions. Additionally, we explored whether attention could play a mediating role in this potential effect.