Faculty Profiles

Ph.D., S., Lee, J., Kim, G. H., & Suh, T. (2025). Designing Carbon Contracts for Difference Under Asymmetric Information. Economic Letters. https://doi.org/10.2139/ssrn.5295819

Jin, Z., Suh, T., & Lee, J.-Y. (2025). Omnichannel Identity Dimensions and Their Differential Impact on Customer–Brand Relationships: A Comparative Analysis of South Korean Retailers. Sustainability, 17(9), 3933. https://doi.org/10.3390/su17093933

Suh, T., & Suh, J. D. (2024). Assessing the Social Performance of Emerging Business Models of the Metaverse. In Springer Proceedings in Business and Economics (pp. 135–140). Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-62135-2_14

Suh, T., & Moradi, M. (2023). Transferring in-store experience to online: An omnichannel strategy for DIY customers’ enhanced brand resonance and co-creative actions. Journal of Business Research, 168, 114237. https://doi.org/10.1016/j.jbusres.2023.114237

Suh, T., & Lee, S. B. (2023). Configuring managerial factors to enhance omnichannel experience and customer engagement behaviors for a solid loyalty loop. Electronic Commerce Research, 23(3), 1591–1619. https://doi.org/10.1007/s10660-022-09661-6

Suh, T., Wilson, R. T., & On, S. (2023). Gender difference in visual attention to digital content of place-based advertising: a data-driven scientific approach. Electronic Commerce Research, 23(2), 877–897. https://doi.org/10.1007/s10660-021-09494-9

Lee, S. B., & Suh, T. (2023). Internal audience watches the boss walking the talk: The mechanism of management’s mission alignment for internal branding. Journal of Product & Brand Management, 32(3), 472–487.

Suh, T., & Bong Lee, S. (2022). Omnichannel Experience in Loyalty Loop for Customer Engagement Management. In Springer Proceedings in Business and Economics (pp. 57–64). Springer International Publishing. https://doi.org/10.1007/978-3-031-05728-1_8

Suh, T. (2022). SOUTH KOREA’S COOPERATIVE SCHEME  FOR AMERICA’S STRATEGY TO SECURE  GLOBAL SUPPLY CHAINS FOR A ROBUST  CLEAN ENERGY TRANSITION. Ulsan, South Korea: KEEI.

Suh, T., & Chow, T. E. (2021). Developing a digital marketing tool for ethnic ventures’ mixed business model and market-shaping: A design scientific approach of web demographics. Industrial Marketing Management, 93, 10–21. https://doi.org/10.1016/j.indmarman.2020.12.014

Lee, B., Suh, T., & Noh, H. (2021). The effect of attribute alignability on brand evaluation in a competitive context: The moderating role of regulatory mode. Journal of Consumer Behaviour, 20(6), 1508–1522. https://doi.org/10.1002/cb.1962

Hsieh, C., Sanusi, E., & Suh, T. (2021). Empathy and the entrepreneurial process: cross-disciplinary fertilization via holistic marketing and mediation hypotheses.

Lee, S. B., & Suh, T. (2020). Emotionally exhausted employees strike back from the outside: Negative word-of-mouth as an employees’ active brand-oriented deviance in a negative event. Journal of Product & Brand Management, 29(7), 863–876.

Lee, S. B., & Suh, T. (2020). Internal audiences watch the boss walking the talk: the mechanism of management’s mission alignment for employee’s work engagement. Journal of Business Research.

Suh, T., Kang, S., & Kemp, E. A. (2020). A Bayesian network approach to juxtapose brand engagement and behaviors of substantive interest in e-services. Electronic Commerce Research, 20(2), 361–379. https://doi.org/10.1007/s10660-018-9320-0

Suh, T. (2020). Leadership in the Very Strong Team. Seoul, South Korea: Brunch.

Suh, T. (2020). Listen to the Management when You Listen to the Bands. Seoul, South Korea: Brunch.

Lee, B.-K., Suh, T., & Sierra, J. J. (2020). Understanding the Effects of Physical Images on Viewers in Social Comparison Contexts: A Multi-Study Approach. Journal of Promotion Management, 26(1), 1–18. https://doi.org/https://doi.org/10.1080/10496491.2019.1612496

Suh, T. (2020). Entrepreneurial Innovators Group: A White Book. Seoul, South Korea: Brunch.

Suh, T. (2020). Listen to the Marketing When You Listen to the Music. Seoul, South Korea: Brunch.

Lee, S. B., & Suh, T. (2020). Internal audience strikes back from the outside: emotionally exhausted employees’ negative word-of-mouth as the active brand-oriented deviance. Journal of Product & Brand Management, 29(7), 863–876. https://doi.org/10.1108/jpbm-02-2019-2239

Lee, B.-K., Suh, T., & Sierra, J. J. (2020). Understanding the Effects of Physical Images on Viewers in Social Comparison Contexts: A Multi-study Approach. Journal of Promotion Management, 26(1), 1–18. https://doi.org/10.1080/10496491.2019.1612496

Suh, T., Khan, O., Schnellbaecher, B., & Heidenreich, S. (2019). Strategic accord and tension to business model innovation: Examining different tacit knowledge types and open action strategies. International Journal of Innovation Management.

Lee, B., & Suh, T. (2019). The Effects of Regulatory Mode and Attribute Alignability on Consumer Responses in a Competitive Advertising Context. Asia Pacific Journal of Marketing and Logistics.

Lee, J., Suh, T., Roy, D., & Baucus, M. (2019). Emerging Technology and Business Model Innovation: The Case of Artificial Intelligence. Journal of Open Innovation: Technology, Market, and Complexity, 5(3), 44. https://doi.org/10.3390/joitmc5030044

Suh, T., Jung, J. C., Zank, G. M., & Arend, R. J. (2019). Twofold relationship dynamics of supplier’s knowledge sharing. Journal of Business & Industrial Marketing, 34(4), 862–874. https://doi.org/10.1108/jbim-10-2017-0241

Wilson, R. T., & Suh, T. (2018). Advertising to the Masses: The Effects of Crowding on the Attention to Place-based Advertising. International Journal of Advertising, 37(3), 402–420. https://doi.org/https://doi.org/10.1080/02650487.2017.1331967

Suh, T., Kim, H.-S., Ko, J., Badrinarayanan, V. A., & Bahk, S. (2018). Electronic Shelf Labels: Prototype Development and Validation Using a Design Science Approach. Journal of Information Technology Management, 29(4), 23–38.

Sierra, J., Michael Hyman, Byung-Kwan Lee, & Suh, T. (2017). Intrinsic Religiosity and Attitude toward Finales as Precursors of Superstitious Beliefs: A Cross-Cultural Investigation. Asian Journal of Business Research, 7(1), 58–78. https://doi.org/DOI:10.14707/ajbr.170031

Sierra, J. J., Hyman, M. R., Lee, B.-K., & Suh, T. (2017). A Cross-Cultural Investigation of Intrinsic Religiosity and Attitude Toward Endings as Precursors of Superstitious Beliefs: An Abstract. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 395–396). Springer International Publishing. https://doi.org/10.1007/978-3-319-45596-9_73

Suh, T., Ford, J., Ryu, Y. S., & Kim, J. H. S. (2017). Enhancing the simultaneous utilization of measure in product design for academic-practitioner collaboration. Journal of Product & Brand Management, 26(3), 312–326. https://doi.org/10.1108/jpbm-05-2016-1164

Suh, T. (2017). Exhibited trust and excessive knowledge specificity: A competitive altruism hypothesis. Industrial Marketing Management, 62, 51–60. https://doi.org/10.1016/j.indmarman.2016.06.002

Sierra, J. J., Hyman, M. R., Lee, B.-K., & Suh, T. (2017). Intrinsic Religiosity and Attitude toward Finales as Precursors of Superstitious Beliefs: A Cross-Cultural Investigation. Asian Journal of Business Research, 7(1). https://doi.org/10.14707/ajbr.170031

Wilson, R. T., Suh, T., Shim, W.-S., & Gim, H. (2017). Advertising to the Masses: The Effects of Crowding on the Attention to Place-based Advertising.

Suh, T., & Lee, J. (2016). Internal audience segmentation and diversity in internal communication. Corporate Communications, 21(4), 450–464.

Badrinarayanan, V. A., Suh, T., & Kim, K.-M. (2016). Brand Resonance in Franchising Relationships: A Franchisee-Based Perspective. Journal of Business Research, 69(100), 3943–3950.

Badrinarayanan, V., Suh, T., & Kim, K.-M. (2016). Brand resonance in franchising relationships: A franchisee-based perspective. Journal of Business Research, 69(10), 3943–3950. https://doi.org/10.1016/j.jbusres.2016.06.005

Sierra, J. J., Hyman, M. R., Lee, B.-K., & Suh, T. (2015). Antecedents and Consequences of Extrinsic Superstitious Beliefs: A Cross-Cultural Investigation. Asia Pacific Journal of Marketing and Logistics, 27(4), 559-581 (Quality Indicators: ABDC: A, 2015 Highly Commended Paper). https://doi.org/10.1108/APJML-01-2015-0015

Suh, T. (2015). Marketing Research: Insights and Tools. Great River Learning.

Suh, T., & Khan, O. (2015). Organizational and Motivational Influence on Creativity, Working Hard, and Performance: a Case of Korean Marketing Practitioners. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 65–65). Springer International Publishing. https://doi.org/10.1007/978-3-319-11882-6_23

Sierra, J. J., Hyman, M. R., Lee, B.-K., & Suh, T. (2015). Antecedents and consequences of extrinsic superstitious beliefs: a cross-cultural investigation. Asia Pacific Journal of Marketing and Logistics, 27(4), 559–581. https://doi.org/10.1108/apjml-01-2015-0015

Suh, T., & Badrinarayanan, V. (2014). Proximal and Distal Influences on Project Creativity in International Marketing Teams. International Marketing Review, 31(3), 283–307.

Xie, Y. H., & Suh, T. (2014). Perceived resource deficiency and internationalization of small- and medium-sized firms. Journal of International Entrepreneurship, 12(3), 207–229. https://doi.org/10.1007/s10843-014-0121-9

Suh, T., & Badrinarayanan, V. (2014). Proximal and distal influences on project creativity in international marketing teams. International Marketing Review, 31(3), 283–307. https://doi.org/10.1108/imr-09-2012-0155

Jung, J. C., & Suh, T. (2013). Why IJV over WOS?: Home Country Effect on the U.S. and Japanese MNEs. Journal of Asian Business Studies, 7(2), 153–170.

Suh, T., Jung, J. C., & Smith, B. (2012). Learning Creativity in the Client-Agency Relationship. The Learning Organization, 19(5), 428–439.

Suh, T., Jung, J., & Zank, G. (n.d.). Knowledge Specificity and Long-Term Partnership. Academy of Management.

Kim, K.-O., Kim, N.-H., Lee, J., Kang, S., & Suh, T. (2012). City Web Site and Engagement: A Bayesian Belief Network Approach. 2011 Winter Amareican Marketing Association Educators’ Conference.

Suh, T., Houston, M. B., Barney, S. M., & Kwon, I.-W. G. (2011). The Impact of Mission Fulfillment on the Internal Audience: Psychological Job Outcomes in a Services Setting. Journal of Service Research, 14(1), 76–92. https://doi.org/10.1177/1094670510387915

Byun, K., Suh, T., & Kim, S.-I. (2011). Augmented Reality as Effective Media Communication Tool for Future Users. Journal of Korea Design Knowledge, 19(3), 154–164.

Suh, T. (2011). Communications infrastructure and inward foreign investment: A comparison between developed and emerging markets. Competitive Review, 21(2), 205–223.

Baik, M., Suk, H. J., Suh, T., & Kim, Y. S. (2011). Organic Food Package Design Management in SMEs: A Conjoint Analysis Approach. Deft, Netherlands: Proceedings of LASDR 2011, the 4th World Conference on Design Research.

Suh, T., Yi, H.-C., & Houston, M. B. (2011). Reassessing Firm Size in International Marketing Research. Journal of Global Marketing, 24(1), 85–99.

Suh, T., & Boggs, D. J. (2011). Communications infrastructure and traditional determinants of inward foreign investment. Competitiveness Review: An International Business Journal, 21(2), 205–223. https://doi.org/10.1108/10595421111117470

Suh, T., Yi, H.-C., & Houston, M. (2011). Reassessing Firm Size in International Marketing Research. Journal of Global Marketing, 24(1), 85–99. https://doi.org/10.1080/08911762.2011.545723

Suh, T., Bae, M., Zhao, H., Kim, S. H., & Arnnold, M. J. (2010). A Multi-Level Investigation of International Marketing Projects: The Roles of Experiential Knowledge. Industrial Marketing Management, 39(2), 211–220.

Xie, Y., & Suh, T. (2010). Perceived Barriers for Internationalization of Small Firms: Perceived Lack of Resources. New Orleans, Louisiana: 2010 AMA Winter Conference.

Xie, H. Y., Suh, T., & Kwon, I.-W. G. (2010). Do Magnitude and Asymmetry of Specific Asset Investments Matter in Supplier-Buyer Relationships? Journal of Marketing Management, 26(9–10), 858–877. https://doi.org/10.1080/02672570903441488

Suh, T., & Houston, M. B. (2010). Distinguishing supplier reputation from trust in buyer–supplier relationships. Industrial Marketing Management, 39(5), 744–751. https://doi.org/10.1016/j.indmarman.2010.02.013

Suh, T., Bae, M., Zhao, H., Kim, S. H., & Arnold, M. J. (2010). A multi-level investigation of international marketing projects: The roles of experiential knowledge and creativity on performance. Industrial Marketing Management, 39(2), 211–220. https://doi.org/10.1016/j.indmarman.2008.08.007

Ryu, Y. S., Suh, T., & Dozier, S. (2009). Effects of Design Elements in Magazine Advertisements. In The Proceedings of 2009 Human-Computer Interaction International Conference (pp. 262–268). Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-642-02728-4_28

Suh, T., Houston, M. B., Barney, S. M., & Kwon, I.-W. G. (2008). Mission Fulfillment and Employees’ Psychological Outcomes. Austin, Texas: 2008 AMA Winter Conference.

Suh, T., & Smith, K. (2008). Attitude Toward Globalization and Country-of-Origin Evaluations: Toward a Dynamic Theory. Journal of Global Marketing, 21(2), 127–140.

Young-Sam, R., Suh, T., & Kim, H. (2008). An Item Response Theory Approach. St. Petersburg, Florida: The Proceedings of 2008 Society for Marketing Advances Conference.

Suh, T., & Shin, H. (2008). When Working Hard Pays Off: Testing Creativity Hypothesis. Corporate Communications: An International Journal, 13(4), 407–417.

Suh, T., & Smith, K. H. (2008). Attitude Toward Globalization and Country-of-Origin Evaluations: Toward a Dynamic Theory. Journal of Global Marketing, 21(2), 127–139. https://doi.org/10.1080/08911760802135202

Suh, T., Bae, M., & Kundu, S. K. (2008). Smaller Firms’ Perceived Cost and Attractiveness in International Markets. Journal of Global Marketing, 21(1), 5–18. https://doi.org/10.1300/j042v21n01_02

Suh, T. (2007). A Multiple Measurement Approach of Experiential Knowledge in International Marketing. Nashville, Tennessee: Proceedings of 2006 Society for Marketing Advances Conference.

Suh, T. (2007). The Impact of Organizational Creativity and Encouragement on Advertiser’s Learning. San Antonio, Texas: 2007 Society for Marketing Advances Conference.

Suh, T., Bae, M., & Kundu, S. (2007). Antecedents to Smaller Firms’ Perceived Cost and. Journal of Global Marketing, 21(1), 5–18.

Suh, T., & Amine, L. (2007). Managing Reputational Capital in Global Markets. Journal of Marketing Theory & Practice, 15(3), 205–218.

Zhao, H., Suh, T., Kim, S. H., & Du, J. (2007). On the Determinants of Global Internet Diffusion. Journal of Global Information Management, 15(2), 28–55.

Zhao, H., Kim, S., Suh, T., & Du, J. (2007). Social Institutional Explanations of Global Internet Diffusion. Journal of Global Information Management, 15(2), 28–55. https://doi.org/10.4018/jgim.2007040102

Chung-Hyun, K., & Suh, T. (2006). Creating Images and the Psychology of Marketing Communication (pp. 245–256). Managing the Multi-Dimensionality of Corporate Image: From the Stakeholders’ Multi-layered Experience Perspective.

Suh, T., & Kim, H. (2006). Measure Development of Mission Fulfillment using Item Response Theory. Nashville, Tennessee: 2006 Society for Marketing Advances Conference.

Suh, T., Khan, O. J., & Kwon, I.-W. (2006). A Path to Mature Market: Logistic Regression Approach to Delineate Between Emerging, Transition, and Developed Markets. International Journal of Business Innovation and Research, 1(1/2), 129–143.

Khan, O. J., Suh, T., & Kwon, I.-W. (2006). A Path to Mature market: Logistic Regression Approach to Delineate between Emerging, Transition, and Developed Markets. International Journal of Business Innovation and Research, 1(1/2), 129–143.

Suh, T., & Kwon, I.-W. G. (2006). Matter over mind: When specific asset investment affects calculative trust in supply chain partnership. Industrial Marketing Management, 35(2), 191–201. https://doi.org/10.1016/j.indmarman.2005.02.001

Suh, T., Magnusson, P. H., & Kwon, I.-W. (2005). Factors of Commitment and its Correlates in Supply Chain Management. San Antonio, Texas: 2005 Society of Marketing Advances Conference.

Suh, T., Xie, H. Y., & Kwon, I.-W. (2005). The Effect of Total and Asymmetric Specific Asset Investment on Supplier-Buyer Relationship: A Structural Model. San Antonio, Texas: 2005 AMA Winter Conference.

Suh, T., Zhao, H., Kim, S. H., Arnold, M. J., & Bae, M. (2005). The Impact of Experiential Knowledge and Creativity on Performance of International Project. San Antonio, Texas: 2005 American Marketing Association Winter Conference.

Khan, O. J., & Suh, T. (2005). A Multi-Group Analysis between Developed and Emerging Markets on Societal Liberalization Attracting Foreign Investment. Journal of Global Marketing, 19(2), 77–94.

Suh, T. (2005). Exploring a Global Pattern of E-Business Activities and Strategic Orientation. Journal of American Academy of Business, 6(1), 309–341.

Suh, T., & Shin, H. (2005). Creativity, job performance and their correlates: a comparison between nonprofit and profit‐driven organizations. International Journal of Nonprofit and Voluntary Sector Marketing, 10(4), 203–211. https://doi.org/10.1002/nvsm.31

Kwon, I. G., & Suh, T. (2005). Trust, commitment and relationships in supply chain management: a path analysis. Supply Chain Management: An International Journal, 10(1), 26–33. https://doi.org/10.1108/13598540510578351

Zhao, H., Luo, Y., & Suh, T. (2004). Transaction cost determinants and ownership-based entry mode choice: a meta-analytical review. Journal of International Business Studies, 35(6), 524–544. https://doi.org/10.1057/palgrave.jibs.8400106

Suh, T. (2004). Experiential Knowledge and Internalization of Foreign Markets. Boston, Massachusetts: The Proceedings of 2004 AMA Summer Conference.

Suh, T., Khan, O., & Bae, M. (2004). Experiential Knowledge of Multinational SMEs and Their Perceived Attractiveness for Foreign Expansion: A Korean Context. Phoenix, Arizona: The Proceedings of 2004 AMA Winter Conference.

Kwon, I. G., & Suh, T. (2004). Factors Affecting the Level of Trust and Commitment in Supply Chain Relationships. Journal of Supply Chain Management, 40(1), 4–14. https://doi.org/10.1111/j.1745-493x.2004.tb00165.x

Suh, T., Bae, M., & Kundu, S. (2003). Antecedents to Smaller Firms’ Perceive Cost and Attractiveness in Going Abroad. Chicago, Illiniois: The Proceedings of 2003 AMA Summer Conference.

Suh, T., & Kwon, I.-W. G. (2003). The Role of Bilateral Asset Specificity and Replaceability on Trust in Supply Chain Partner. The Proceedings of 2003 AMA Winter Marketing Educators’ Conference.

Suh, T. (2003). The Role of Globalization on Country of Origin Evaluations. Monterey, California: The Proceedings of 2003 Academy of International Business Conference.

Suh, T., & Bae, M. (2003). The Effect of Entrepreneurial Tendencies, Experiential Knowledge, Tangible Resources Configuration on Non-Internationalized SMEs’ Perceived Cost and Attractiveness in Internationalization. Journal of Korea Trade, 7(2), 85–107.

Suh, T., & Khan, O. J. (2003). The effect of FDI inflows and ICT infrastructure on exporting in ASEAN/AFTA countries. International Marketing Review, 20(5), 554–571. https://doi.org/10.1108/02651330310498780

Suh, T., & Amine, L. S. (2002). Defining and Managing Corporate Reputational Capital in Global Markets: Conceptual Issues, Analytical Frameworks, and Managerial Implications. Austin, Texas: Proceedings of 2002 AMA Winter Marketing Educators’ Conference.

Khan, O., & Suh, T. (2002). Delineating between Emerging Markets, Transition Markets, and Developed Markets: A Comparative Country-Level Model. Chicago, Illiniois: Proceedings of 2001 AIBMidwest Chapter Conference.

Suh, T., & Khan, O. (2002). Organizational and Motivational Influences on Creativity, Working Hard, and Performance. Sanibel, Florida: Proceedings of 2002 Academy of Marketing Science Conference.

Suh, T., & Zhao, H. (2002). The Determinants of Internet Diffusion in Emerging Markets. Austin, Texas: Proceedings of 2002 AMA Winter Marketing Educators’ Conference.

Suh, T. (2002). The Effect of Entrepreneurial Tendencies, Experiential Knowledge, Tangible Resources Configuration on Non-Internationalized SMEs’ Perceived Cost and Attractiveness in Internationalization. St. Louis: The Proceedings of 2002 Academy of International Business-South West Chapter Conference.

Suh, T., & Khan, O. (2002). The Effect of ICT Infrastructure and FDI Inflows on Exporting. San Diego, California: Proceedings of 2002 AMA Summer Marketing Educators’ Conference.

Suh, T. (2002). The Effects of Firm-Specific Factors on Ownership Choice of Operations in Foreign Markets. Austin, Texas: Proceedings of 2002 AMA Winter Marketing Educators’ Conference.

Suh, T. (2002). Encouraged, Motivated, and Learning-Oriented to Work Creatively and Successfully: A Case of Korean Workers in Marketing Communications. Journal of Marketing Communications, 8, 134–147.

Suh, T., & Bae, M. (2002). Foreign Direct Investment Inflows and ICT Configurations. Pacific Focus, 27, 213–226.

Suh, T., & Kwon, I. G. (2002). Globalization and reluctant buyers. International Marketing Review, 19(6), 663–680. https://doi.org/10.1108/02651330210451962

Suh, T., Kwon, I.-W. G., & Bae, M. (2001). Are Global-Minded Consumers Less Ethnocentric Buyers? A Cross-Cultural Comparison. Hawaii: The Proceedings of Eighth Cross-Cultural Research Conference.

Suh, T., & Boggs, D. (2001). Communications Infrastructure, Openness, Market-Related Economic Factors, and FDI Inflow. New Orleans, Louisiana: The Proceedings of 2001 Academy of International Business-South East Chapter Conference.

Suh, T., & Zhao, H. (2001). International Experience and Ownership Choice in FDI: A Meta- Analysis. New Orleans, Louisiana: The Proceedings of 2001 Academy of International Business-South East Chapter Conference.

Biernatzkianc, W. E., & Suh, T. (2000). Stories We Tell Our People: Asian Cinema: Cultures, Values, and More. In J. Srampickal & L. Joseph (Eds.) (pp. 133–144). Asia: Cinema in the Republic of Korea.

Suh, T. (2000). Strategic Formation, Coordination, and Orchestration of Communication in Managing National Reputation. Journal of Public Relations, 3, 224–248.

Suh, T. (1999). Visual Persuasion. Communication Research Trends, 19(3), 3–18.

Suh, T. (1998). A Review: Corporate Image. Sogang Journal of Communication and Culture, 17, 137–171.

Suh, T., & Kim, C.-H. (1996). Cynicism, Conformity, and Trust toward Product Information Sources. Korean Journal of Advertising Research, 30(1), 1–31.

Jung, O., & Suh, T. (1996). Market Extension Strategies for Local Advertising Industries. Korean Journal of Advertising Research, 33(1).

Kim, C.-H., & Suh, T. (1996). Unintended Effects of Idealized Ad Images. Korean Journal of Advertising Research, 33(4), 9–34.