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Wookjae Heo

Wookjae Heo

Title

Assistant Professor

Office Building

Wagner Hall

Office

233

Mailing Address

Wagner Hall 233
Consumer Sciences-Box 2275A
University Station
Brookings, SD 57007

Biography

Wookjae Heo is an assistant professor of Consumer Affairs in the Department of Consumer Sciences, at the South Dakota State University. Prior to earning Ph.D. degree from the University of Georgia, he had worked for a marketing consulting firm as a Strategic Marketing Planner and Consumer Research Specialist in Korea. Before working at the consulting firm, he received a Masters of Arts Degree in Consumer Sciences from Seoul National University, South Korea. His main research interest is broadly about consumer welfare including consumer behavioral intervention, financial stress on consumer behavior, demand of life insurance, and data mining/data analysis in consumer research.

Education

Ph.D. University of Georgia: Athens, Georgia, 2011-2016, Department of Financial Planning, Housing, and Consumer Economics.
M.A. Seoul National University: Seoul, Korea, 2004-2006, Department of Consumer Studies and Resource Management
B.A. Seoul National University: Seoul, Korea, 1997-2004, Department of Consumer and Child Studies

Academic Interests/Expertise

Expertise:
- Data mining/data analysis in consumer research
- Consumer Policy Analysis
- Financial Behavior / Behavioral Economics
- Consumer behavior
- Financial Stress
- Financial Risk Tolerance

Academic Responsibilities

- Teaching CA360: Quantitative Research Method in Consumer Affairs
- Teaching CA430: Consumer Decision Making
- Teaching CA412: Consumer Policy Analysis
- Teaching CA680: Insurance Planning (CFP board registered course)
- Teaching CA755: Case Studies in Financial Planing (CFP Board registered course)
- Consumer Affair Program Leading Faculty: Undergraduate Coordinator of CA program & Graduate Coordinator of FFP program

Committee Activities

- Financial Therapy Association: Diversity and Inclusion Committee, 2020 - Present
- American Council of Consumer Interest: Student Conference Scholarship Committee, 2018 - Present
- Korean Academy of Financial Consumers: Board Member, 2018 - Present
- Journal of Financial Services Consumer: Editorial Board Member, 2018 - Present

Awards and Honors

- Outstanding Researcher Award (February, 2020), South Dakota State University
- Early Career Award in Financial Planning (October, 2019), Academy of Financial Services in Conjunction with HSBC
- Early Career Research Award (May, 2019), College of Education and Human Sciences, SDSU
- Outstanding Paper Award (October, 2014), Financial Therapy Association & Journal of Financial Therapy
- Emerging Researcher Award (June, 2013), Family Economics and Resource Management of the AAFCS
(American Association of Family and Consumer Science)
- Korean Life Insurance Association Scholarship Award (2012-2016), 4+ Years Scholarly Fund for Doctoral Degree.
- Hazel and Gene Franklin Scholarship (2014-2015), College of Family and Consumer Science, UGA
- Endsley-Peifer Student Research Award (April, 2014), College of Family and Consumer Science, UGA
- Family and Consumer Sciences Fund for Excellence Scholarship (2013-2014), College of Family and Consumer Science, UGA
- Graduate Assistantship Award (2013-2014), Housing and Consumer Economics, University of Georgia
- Graduate Assistantship Award (2011-2013), Graduate School, University of Georgia

Grants

- Multistate Fund, September 2019 - (5 Years), National Institute of Food and Agriculture (NIFA, USDA) [Accession Number: 1019968], Project Title: Behavioral economics and the intersection of healthcare and financial decision making across the lifespan (NC2172).
- Hatch Fund, September 2018 - (5 Years), National Institute of Food and Agriculture (NIFA, USDA) [Accession Number: 1017028], Project Title: Annual Tracking Family Financial Stress and Developing the Behavioral Intervention: Focusing on Farmland Workers.
- Selected Research Fund, August 2018 – December 2018, Korean Academy of Financial Consumers ($2,000), Research Topic: Association between financial stress and consumer decision making by utilizing EEG signal.
- Scholarly Excellence Fund, November 2016 – July 2017, Office of Academic Affairs, South Dakota State University ($5,000), Research Topic: Financial Stress Scale Development.
- Korean Life Insurance Association Scholarship Award, 2012-2016, 4 Years Research Fund for Abroad Doctoral Student from South Korea ($100,000).

Professional Memberships

Financial Therapy Association (FTA) 2015-Present
Association for Financial Counseling, Planning, and Education (AFCPE) 2014-Present
Academy of Financial Services (AFS) 2014-Present
American Association of Family & Consumer Sciences (AAFCS) 2013-Present
American Council on Consumer Interest (ACCI) 2011-Present
Korean Association of STATA 2012-Present

Work Experience

- Assistant Professor, South Dakota State University (2016-Present), Department of Consumer Science, Brookings, SD
- Instructor, University of Georgia (2016), Department of Housing and Consumer Economics, Athens, GA
- Graduate Teaching Assistant, University of Georgia (2013-2015), Department of Housing and Consumer Economics, Athens, GA
- Graduate Research Assistant, University of Georgia (2011-2013), Department of Housing and Consumer Economics, Athens, GA
- Account Executive, Marketing Consultant, & Consumer Researcher, Plansahead (2006-2008), Brand Communication Division & Strategic Marketing Planning Division, Seoul, Korea
- Assistant Researcher, Rural Development Administration (2006), Suwon, Korea
- Graduate Computing Assistant, Seoul National University (2004-2006), College of Human Ecology, Seoul, Korea
- Computing Assistant, City of Chungju, South Korea (1999), Township Office, Chungju, Korea

Area(s) of Research

Research Interests: Consumer welfare including consumer behavioral intervention, financial stress on consumer behavior, demand of life insurance, and data mining/data analysis in consumer research, financial risk tolerance and financial behavior, and economic utility with estimating risk tolerance.

Applications of Research

[Peer Reviewed Publications]
- Heo, W., Rabbani, A. & Grable, J. E. (2020). An evaluation of the effect of the COVID-19 pandemic on the risk tolerance of financial decision makers. Financial Research Letters, (pages are upcoming). https://doi.org/10.1016/j.frl.2020.101842
- Grable, J. E., Heo, W., & Rabbani, A. (2020). Characteristics of random responders in a financial risk tolerance questionnaire. Journal of Financial Services Marketing, (pages are upcoming). 10.1057/s41264-020-00078-6
- Heo, W., Lee, J. M., & Park, N. (2020). Financial-related psychological factors affect life satisfaction of farmers. Journal of Rural Studies, (pages are upcoming).
- Heo, W., Lee, J. M., & Rabbani, A., (2020). Mediation effect of financial education between financial stress and use of financial technology. Journal of Family and Economic Issues, (pages are upcoming). https://doi.org/10.1007/s10834-020-09720-w
- Heo, W., Grable, J. E., & Rabbani, A. (2020). A test of the association between the initial surge in COVID-19 cases and subsequent changes in financial risk tolerance. Review of Behavioral Finance, (pages are upcoming). https://doi.org/10.1108/RBF-06-2020-0121
- Heo, W., Cho, S., & Lee, P. (2020). APR financial stress scale: Development and validation of a multidimensional measurement. Journal of Financial Therapy, 11 (1), 1-28.
- Heo, W., Lee, J. M., Park, N., & Grable, J. E. (2020). Using artificial neural network techniques to improve the description and prediction of household financial ratios. Journal of Behavioral and Experimental Finance, (pages are upcoming), doi: 10.1016/j.jbef.2020.100273.
- Park, N., Lee, J. M., & Heo, W. (2020). Life satisfaction in time orientation. Applied Research in Quality of Life, (pages are upcoming). https://doi.org/10.1007/s11482-020-09830-5
- Choi, S., Heo, W., Cho, S. H., & Lee, P. (2020). The links between job insecurity, financial well-being, and financial stress: A moderated-mediation model. International Journal of Consumer Studies, 44 (4), (pages are upcoming). DOI: 10.1111/ijcs.12571
- Heo, W., Park, N., & Park, K. (2020). Classifying students using an expectation-perception survey about a hospitality laboratory class: Empirical research with the finite mixed model. Anatolia An International Journal of Tourism and Hospitality Research, 31 (1), 50-61. https://doi.org/10.1080/13032917.2019.1697890
- Lee, J. Park, N., & Heo, W. (2019). Importance of subjective financial knowledge and perceived credit score in payday loan use. International Journal of Financial Studies, 7 (3), 53-74
- Song, I., Park, N., Park, H., & Heo, W. (2019). The effect of experiencing a death on life insurance ownership. Journal of Behavioral and Experimental Finance, 22, 170-176.
- Grable, J. E., Lyons, A. C., & Heo, W. (2019). A Test of traditional and psychometric relative risk tolerance measures on household financial risk taking. Financial Research Letters, 30, 8-13.
- Park, K., Park, N., & Heo, W. (2019). An exploratory study of examining students’ expectations of training in a laboratory class: Factor analysis of affective heuristic features. Journal of Education for Business, Advanced online: https://doi.org/10.1080/08832323.2018.1541852
- Park, K., Park, N., Heo, W., & Gustafson, K. (2019). What makes college students participate in an online survey? International Education Studies, 12 (1), 69-79.
- Heo, W., Park, N., Henager, R., & Grable, J. E. (2018). What do financial Planning organizations communicate to stakeholders and consumers? An empirical narrative analysis. Financial Services Review. 12(1), 115-131.
- Heo, W., & Kim, J. E. (2018) Association between financial stress and consumer behavior by utilizing electroencephalography signal. Journal of Financial Consumers, 8(3), 39-68.
- Heo, W., Grable, E. J., & Rabbani, A. (2018). A Test of the relevant association between utility theory and subjective risk tolerance: Introducing the Profit-to-Willingness ratio. Journal of Behavioral and Experimental Finance, 19, 84-88.
- Park, K., Park, N., Kim, J., & Heo, W. (2018). College students’ perceptions of fast-food restaurants. Consumption Culture Study, 21 (3), 181-203.
- Park, K., Park, N., & Heo, W. (2018). Factors influencing intranet acceptance in restaurant industry: Use of technology acceptance model. International Business Research, 11 (10), 1-9.
- Park, N., Heo, W., Jorge, R., & Grable, J. E. (2017). Financial hardship, social support, and stress: The consumer perspective. Journal of Financial Counseling and Planning. 28. 1-11.
- Rabbani, A., Grable, J. E., Heo, W., Nobre, L., & Kuzniak, S. (2017). Stock market volatility and changes in financial risk tolerance during the great recession. Journal of Financial Counseling and Planning, 28. 140-154.
- Hudson, C., Heo, W., Park, H., & Palmer, L. (2017). Employees’ financial behaviors following the 2007-2009 financial crisis. Financial Services Review. 26(1), 19-36.
- Heo, W., Grable, J. E., Nobre, L., & Ruiz-Menjivar (2016). An estimate of mediation effect of risk tolerance among marital status, gender, and investing behavior. International Journal of Home Ecology, 17(1), 1-14.
- Grable, J. E., Heo, W., & Kruger, M. (2016). The intertemporal persistence of risk-tolerance scores. Journal of Financial Planning, 29(8), 38-47.
- Heo, W., Grable, J. E., Nobre, L., & Ruiz-Menjivar, J. (2016). What Role Does Financial Risk Tolerance Play in Mediating Investing Behavior? Journal of Financial Service Professionals, 70(5), 42-51.
- Heo, W., Grable, J. E., & O’Neill, B. (2016 online, 2017 print). Wealth Accumulation Inequality: Do Investment Risk Tolerance and Equity Ownership Make a Difference? Social Indicators Research, 133, 209-225.
- Kuzniak, S., Rabbini, A., Heo, W., Ruiz-Menjivar, J., & Grable, J. (2015). The Grable and Lytton Risk-Tolerance Scale: A 15-Year Retrospective. Financial Services Review, 24(2), 177-192.
- Grable, J. E., Heo, W., & Rabbini, A. (2014). Financial Anxiety, Physiological Arousal, and Planning Intention. Journal of Financial Therapy, 5(2), 1-18.
- Heo, W., Grable, J. E., & Chartterjee, S., (2013). Life Insurance Consumption as a Function of Wealth Change. Financial Services Review, 22(4), 389-404.
- Heo, W., & Kim, R. (2006). A Study on the Concept of Consumer Alienation. Study of Consumer Policy and Education [Korean Journal], 2(2), 21-43.

[Book]
- Heo, W. (2020). Topic: Prediction of the Demand for Life Insurance by Using Artificial Neural Networks Estimation. McMillan Palgrave. ISBN: 9873030369026

[Book Chapter]
- Grable, J. E., & Heo, W. (2015). Korean Immigration, In Wherry, F. (Ed.), Encyclopedia of Economics and Society. pp.1007-1008. ISBN: 9781452226439
- Heo, W., & Grable, J. E. (2015). Koreatown, In Wherry, F. (Ed.), Encyclopedia of Economics and Society. pp.1008-1011. ISBN: 9781452226439
- Ruiz-Menjivar, J., Heo, W., & Grable, J. E. (2015). Understanding Risk Aversion based on Attribution Theory. In Copur, Z. (Ed.), Behavioral Finance and Investment Strategies: Decision Making in the Financial Industry. pp.201-220. DOI: 10.4018/978-1-4666-7484-4.

[Peer Reviewed Conference Proceedings]
- Heo, W., Park, N., & Saboe-Wounded Head, L. (2019). Monthly consumers’ complaints reported to Consumer Financial Protection Bureau: Utilization of Automatic Keywords Extraction Techniques. Consumer Interests Annual, Vol. 65.
- Heo, W., Park, Y. S. & Park, K. (2019). Variances in clients’ EEG responses when reserving a hotel room: Exploratory research by comparing two websites. Proceedings of the 26th Annual iHita Research Conference.
-Heo, W., Saboe-Wounded Head, L., Cho, S. H., & Lee, P. S. (2018). Association between personality and financial well-being: Strategies for more effective financial education, counseling and advising. Consumer Interests Annual, Vol. 64.
-Heo, W., & Saboe-Wounded Head, L. (2017). Mediation effect of mindset on coping strategies used by consumers experiencing financial hardship during the economic recession in 2008. Consumer Interests Annual, Vol. 63.

[Professional Journal Column ]
-Heo, W., & Grable, J. E. (2019). A new method for anticipating changes in investment market conditions. Journal of Financial Service Professionals, 73(1), 18-23.
-Heo, W., & Grable, J. E. (2017). Demand for life insurance: A consumer perspective. Journal of Financial Service Professionals, 71(3), 19-22.
-Grable, J. E., & Heo, W. (2017). Insights into the Relationship Between Risk Tolerance and Market Volatility. Journal of Financial Service Professional, 71(1), 17-20.
-Grable, J. E., & Heo, W. (2016). Risk Tolerance and Changes in Equity Ownership. Journal of Financial Service Professional, 70(3), 20-22.

[Researcher Profile on Journal]
-Heo, W. (2017). Researcher Profile: Wookjae Heo. Journal of Financial Therapy, 8(2), 87-91. https://doi.org/10.4148/1944-9771.1168

[Conference Papers]
- Heo, W., Park, K., & Shin, H. (Oct.., 2020). Estimating Willingness-to-Pay for Green Hotel: Exploratory Simulation Study. Oral Presentation at Virtual Fall Conference of Central Council on Hotel, Restaurant, and Institutional Education, Online (by COVID19).
- Park, N., Heo, W., & Lee, J. M., (May 2020). Determinants of Objective Financial Knowledge and Subjective Financial Knowledge: Are They Different? Oral Presentation at American Council of Consumer Interest Annual Conference, Online.
- Heo, W., Lee, J. M., & Park, N. (February 2020). Estimating Willingness-to-Pay for Financial Planning Services. Oral Presentation at 2020 Academic Research Colloquium for Financial Planning and Related Disciplines, DC.
- Heo, W., Rabbani, A., & Lee, J. M. (February 2020). Mediating Effect of Financial Knowledge Underconfidence on the Association between Financial Risk Tolerance and Equity Ownership. Poster Presentation at 2020 Academic Research Colloquium for Financial Planning and Related Disciplines, DC.
- Heo, W., Park, N., Lee, J. M., & Grable, J. E. (February 2020). Improving the Description of Household Ratios by Using Neural Network Techniques. Poster Presentation at 2020 Academic Research Colloquium for Financial Planning and Related Disciplines, DC.
- Heo, W., Grable, J. E., Roszkowski, M., & Rabbani, A. (October, 2019). The Alpha and Omega of Financial Risk-Tolerance Assessment. Presentation at Academy of Financial Services, Minneapolis, MN.
- Heo, W., Park, N., & Lee, J. M. (October, 2019). Why Financial Planner should know Clients’ Psychological Factor even in a Same Job: An Exploratory Study about Farmers. Presentation at Academy of Financial Services, Minneapolis, MN.
- Lee, J. M., Heo, W., & Park, N. (October, 2019). Underlying Dynamics in Life Satisfaction: Finite Mixture Model of Psycho-behavioral Characteristics and Health Risk Behaviors. Presentation at Academy of Financial Services, Minneapolis, MN.
- Park, N., Heo, W., & Lee, J. M. (October, 2019). Psychological Resources and Financial Stress Response. Presentation at Academy of Financial Services, Minneapolis, MN.
- Heo, W., Park, Y., & Park, K. (June, 2019) Variance in Clients’ EEG Responses When Reserving a Hotel Room: Exploratory Research by Comparing two Websites. The 2019 Annual iHITA Research Conference, Minneapolis, MN.
-Heo, W. (February, 2019,). The Way Consumers and Clients Respond to Financial Conversations: Investigation with Measurement of EEG signals. Oral Presentation at 2019 Academic Research Colloquium for Financial Planning and Related Disciplines, DC.
-Heo, W., Junker, A., & Lee, Y. (October, 2018). The Way Consumers and Clients Respond to Sensitive Conversations: Investigation with Measurement of EEF Signals. Poster Presentation at Avera/SDSU Research Symposium 2018, Brookings, SD.
-Heo, W., Junker, A., & Lee, Y. (October, 2018). Variance in Client’s EEG Responses When Using Different Communication Methods: Ways to Ask Questions to Obtain More Accurate Answers. Presentation at Academy of Financial Services, Chicaco, IL.
-Heo, W., & Kim, J. E. (August, 2018). Association between financial stress and consumer behavior by utilizing electroencephalography signal. Presentation at Korean Academy of Financial Consumers Summer Conference, Sungsil University at Korea.
-Heo, W. (July, 2018). Importance of Financial Consumers’ Financial Stress. Presentation at 2018 Global Forum of Financial Consumers by International Academy of Financial Consumers, Waseda University at Japan.
-Heo, W., Saboe-Wounded Head, L., Cho, S., & Lee, P. (May, 2018). Association Between Personality and Financial Well-being: Strategies for More Effective Financial Education, Counseling and Advising. Presentation at American Council of Consumer Interest Annual Conference, Clearwater Beach, FL..
-Heo, W. (April, 2018). Financial Stress and Consumer Well-Beings, Presentation at South Dakota Association of Family and Consumer Sciences, Pierre, SD.
-Park, H., Park, N., Song., I., & Heo, W. (November, 2017). Death as Experience Economy on Consumer Purchase Behavior. Presentation at Society Marketing Advance, Louisville, KY.
-Heo, W., Cho, S., & Lee, P. (October, 2017). Multidimensional Financial Stress: Scale Development and Relationship with Personality Traits. Presentation at Academy of Financial Services, Nashville, TN.
-Heo, W., Grable, J., & Rabbini, A. (October, 2017). A Test of the Relevance between Utility Theory and Measured Risk Tolerance: An Empirical Utilization of the G&L Risk-Tolerance Scale. Presentation at Academy of Financial Services, Nashville, TN.
-Heo, W., & Saboe-Wounded Head, L. (April, 2017). Mediation Effect of Mindset on Coping Strategies Used by Consumers Experiencing Financial Hardship during the Economic Recession in 2008. Presentation at American Council of Consumer Interest Annual Conference, Albuquerque, NM..
-Heo, W., & Grable, J. E. (February, 2017). Prediction of the Demand for Life Insurance Using Artificial Neural Network Estimation Procedure. Presentation at 2017 Academic Researcher Colloquium for Financial Planning and Related Disciplines, Arlington, VA.
-Heo, W., Park, N., & Henager, R. (October, 2016). Are We Depressed because of Our Jobs? Depression and Coping among Finance Workers and non-Finance Workers. Presentation at Academy of Financial Services, Las Vegas, NV.
-Heo, W., Henager, R., & Park, N. (October, 2016). What do Financial Planning Associations communicate to Consumers? Different Dialogue among Financial Planning Associations and News Articles. Presentation at Academy of Financial Services, Las Vegas, NV.
-Heo, W., Park, N., & Grable, J. E. (June, 2016). Prediction of the Household Saving-to-Income Ratio Using a Nonlinear Estimation Technique. Presentation at American Council of Consumer Interest Annual Conference, Arlington, VA.
-Heo, W., Park, N., & Park, H. (April, 2016). Lottery Ticket Purchasing in 159 Georgia Counties. Presentation at Georgia Association of Economics and Finance, Pine Mountain, GA.
-Heo, W., Nobre, L., Grable, J. E., & Jorge, R. (September, 2015). Risk Tolerance as a Mediation factor on Investing Behavior. Presentation at the Academy of Behavioral Finance & Economics; Seventh Annual Meeting, Philadelphia, PA, USA.
-Heo, W., Nobre, L., Jorge, R., & Grable J.E. (August, 2015). Risk Tolerance as a Mediation Factor on Investing Behavior. Poster Presentation at CFP Board Registered Programs Conference in Washington, D.C.
-Rabbini., A., Kuzniak, S., Heo, W., & Grable J.E. (August, 2015). Stock Market Volatility and the Stability of Risk Tolerance Score. Poster Presentation at CFP Board Registered Programs Conference in Washington, D.C.
-Heo, W., Nobre, L., Grable, J. E., & Jorge, R. (July, 2015). Risk Tolerance as Mediator Among Gender, Marital Status, and Investing Behavior. Presentation at Financial Therapy Association Annual Conference 2015 at San Jose del Cabo, Mexico
-Park, N., Heo, W., Jorge, R., & Grable, J. E. (May, 2015). Financial Hardship, Social Support, and Stress: The Consumer Perspective. Presentation at 2015 American Council of Consumer Interests Annual Conference, Clearwater Beach City, FL.
-Heo, W., & Grable, J. E. (October, 2014). Life Insurance and Wealth Change: Are These Financial Complements Among Different SES Groups? Presentation at 2014 Academy of Financial Services Conference, Nashville, TN.
-Heo, W., & Grable, J. E. (October, 2014). Taxonomies of Equity Ownership. Presentation at 2014 Academy of Financial Services Conference, Nashville, TN.
-Kuzniak, S., Rabbini, A., Heo, W., Ruiz-Menjivar, J., & Grable, J. E. (October, 2014). The Grable and Lytton Risk-Tolerance Scale: A 15-Year Retrospective. Presentation at 2014 Academy of Financial Services Conference, Nashville, TN.
-Grable, J. E., Heo, W., & Rabbani, A. (October, 2014) Financial Anxiety, Physiological Arousal, and Planning Intention. Presentation at 2014 Financial Therapy Association Conference at Nashville, TN.
-Grable, J. E., & Heo, W. (2014, August). Teaching Financial Planning Case Studies Using a Smart Student Response System, Presentation at 2014 CFP Board Registered Program Conference, Washington D.C.
-Ruiz-Menjivar, J., Heo, W., & Grable, J. E. (2014, April). The Effect of Situational and Dispositional Factors on Risk Aversion: An Attribution Theory Perspective, Poster Presentation at American Council of Consumer Interest Annual Conference, Milwaukee, WI.
-Heo, W., Rabbani, A., & Grable, J. E. (2014, March). Testing the Association between Client Stress and Financial Help-Seeking Behavior, Poster Presentation at Association for Applied Psychophysiology and Biofeedback Annual Scientific Meeting, Savannah, GA.
-Heo, W., (2013, June). Impact of Determinant Factors of Assimilation on Professional Help-Seeking Behavior Among Asian-American Immigrants. Award presentation at the American Association of Family and Consumer Science, Houston, TX.
-Cude, J. B., Chatterjee, S., & Heo, W. (2013, April). Effects of Actual and Perceived Financial Knowledge on Young Adults’ Financial Behaviors. Presentation at the American Council of Consumer Interests Annual Conference, Portland, OR.
-Heo, W., & Grable, J., (2013, April). Life Insurance Demand as a Function of Wealth Change. Poster presented at the American Council of Consumer Interests Annual Conference, Portland, OR.
-Heo, W., & Kim, R., (2006, June), A Study on the Concept of Consumer Alienation. Paper presented at the Korean Society of Consumer Policy and Education Semiannual Conference, Kyungsung University, Daegu, Korea.

Department(s)

Links

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https://works.bepress.com/wookjae-heo/