Steven Cuellar, Ph.D.

Professor, Economics & Wine Business

Steven Cuellar, Ph.D.


(707) 664-2305


Stevenson 2823

Dr. Steven Cuellar is Professor of Economics at Sonoma State University where he teaches courses in Microeconomic Theory, Labor Economics, Public Economics, Econometrics and Wine Economics. His research interests are in the fields of consumer behavior especially as it relates to pricing and marketing. Other research interests include issues relating to labor markets, public policy and wine. Dr. Cuellar has presented his research at local, national and international conferences and his research has been published in academic journals, trade publications, and professional journals.  He received his Ph.D. from Texas A&M University.

Selected Publications & Presentations
  • Cuellar, S. (2015). Experiential marketing and long term sales. Journal of Travel & Tourism Marketing.
  • Cuellar, S. (2013). Retail channel price discrimination. Journal of Retailing and Consumer Services.
  • Cuellar, S. (2013). Differential effects of brand, rating, and region on willingness to pay. Journal of Wine Research. 
  • Cuellar, S. (2012). Measuring the effect of promotion in non-controlled settings: A decompositional approach. Journal of Strategic Marketing.
  • Cuellar, S. (May/June 2012). Measuring the return on tasting rooms. Vineyard & Winery Management.