How do we articulate the relative salience, strengths and impacts of mediators and moderators in a model ? Typically the narrative is that a moderator acts to infuence the relationship between an IV and the DV. Its absence in a model does not disturb the realtionship between IV and DV. On the other hand, in the case of a mediator, the direct relationship between the IV and DV weakens or disappears in the presence of the mediator; the IV to M and M to DV being the strongest path. Where the a priori specific role (mod or med) in a model is clearly theory-driven, then there is no ambiguity. There are many cases, however, where the role is ambigious. Similarly, in scenarios of theory building (as opposed to theory testing) no apriori preecedent would exist to guide. In those cases how is the intermediary variable determined ? Can a mediator moderate ? Can a moderator mediate ?