“…The first one is the lack of clear explanations on the functioning of the effect of 2SMs on individuals’ responses, hampering their implementation by communication professionals. There have been several attempts to model and interpret the effect of 2SMs (Bohner et al, 2003; Chen, 2016; Cornelis et al, 2014, 2015; Eisend, 2007, 2008, 2010; Hastak & Park, 1990; Hunt et al, 1982; Kamins & Marks, 1987; Kao, 2011; Pizzutti et al, 2016; Trifts & Häubl, 2003). However, the diversity of the results, as highlighted by Eisend (2006), indicates the necessity of further research on moderating variables (Cornelis et al, 2015).…”