Voice assistants are becoming more and more popular. Today, most available voice assistants still talk with non-emotional tone. However, recent press announcements and patents of big IT companies indicate that this is about to change. From a marketing perspective, this raises the question: How will voice assistants talking with emotional tone impact consumer’s behavior? For example, could a voice assistant with an exciting tone make consumers impulsively buy products they hadn’t planned to buy before? In this talk, Carolin and Rene present a new deep learning model which synthesizes speech with emotional tone requiring only a small amount of voice recordings and they show how the emotional tone of a voice assistant affects consumer’s behavior in a shopping experiment.