Could you help me to explain tone management in earnings press release, conference call and related to capital market? I thought tone management is tone at the top. However, it is different. Based on the research, tone management is qualitative information (languages) using positive or negative words to provide informations to investors because quantitative information (financial statements) is an incomplete picture of a firm's economic performance. Based on the terms of tone management, could you help me to answer these questions? 1) What is tone management in the financial report context? 2) What are the motivations for engaging in tone management by a company? 3) Is tone management a good reporting strategy for a company and why? 4) What are the impacts of tone management on the capital market? 5) Do you believe tone management is unethical and why