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This research examined individual differences in attitude importance (JA Krosnick, 1988a) as a moderator of resistance to persuasion. In 2 studies, individuals who favored allowing gay people to serve openly in the military were aurally presented with a counterattitudinal message. Participants who considered their attitude high (vs. low) in personal importance were more resistant to the message. Process analyses revealed that both thought listings and self-reported affect mediated this attitude importance effect. A 2nd study, which also examined message quality, showed that both high-and low-importance individuals were more resistant to a weak (vs. strong) message. This effect was explained by the fact that the weak (vs. strong) message engendered more irritation and negative affective elaborations. Results highlight the role of attitude importance in motivating resistance to persuasive communications and …