SMS Notifications Sound Setting

[Wharfrat71]

This may seem like a dumb question but...
Is there a setting to make the phone only give one notification alert per conversation?
I can be in the messaging app chatting back and forth and each time I receive a SMS it plays the alert sound. Can this be changed?
I don't need the sound while I am sitting there starring at the screen. Sure I could turn the volume down but that seems to easy.

Thanks!