Using data from the 1994-1996 CSFII/DHKS, we identify and assess factors affecting the decision to consume pork and conditional on consuming pork, the decision of the amount of pork intake. Branded and generic advertising of pork play a prominent role in both decisions. Beef advertising, however, does not significantly affect either the probability of consuming pork or the amount of pork intake. Key health, attitudinal and lifestyle factors are smoking status, dietary status, body mass index, the importance of nutrition in buying food, and trimming visible fat from meat. These factors however impact the probability of consuming pork rather than the amount of pork consumed. Region, urbanization, race, age, income, and seasonality also affect pork demand.