Abstract: Health campaign effects may be improved by taking interpersonal communication processes into account. The current study, by employing an experimental, pretest-posttest, randomized exposure design (N = 208), investigated whether emotions as induced by anti-alcohol messages influence conversational valence about alcohol and subsequent persuasion outcomes. The three main findings were as follows. First, an increase in the emotion fear induced a negative conversational valence about alcohol. Second, fear was most strongly induced by a disgusting message and was lowest after a humorous appeal. Third, a negative conversational valence elicited healthier binge drinking attitudes, subjective norms, perceived behavioral control, intentions, and behaviors. Thus, health campaign planners and health researchers should pay special attention to the emotional characteristics of health messages and should focus on inducing a healthy conversational valence.