The rise of voice based technologies (e.g., Amazon Echo, Google Home) increases the importance of voice and speech in marketing communications. In this course, students will realize a joint empirical research project on the use of voice and speech in marketing communications and their impact on brand personality perceptions. Students will develop a theoretical model including the development of hypotheses and conduct a lab experiment. In the experiment, students will manipulate different parameters of voice and speech and examine their impact on brand personality perceptions using statistical data analysis methods.