The intensity of pig production as well as the quality of pork meat has recently attracted consumer concern, which is manifested through their attitude towards pork (Bryhni et al., 2002; Ngapo, Martin, & Dransfield, 2002; Ngapo et al., 2004a). Today, besides concerns about production methods, pork quality is a contentious issue as a consequence of the absence of a single common definition and the fact that quality has evolved further from just implying lean yield percentage and back fat thickness. For example, quality now refers to all or some of the following: (i) carcass characteristics and composition, such as carcass uniformity and consistency, lean yield and fat, (ii) meat characteristics such as colour, marbling, pH, PSE (pale, soft and exudative) score, DFD (dark, firm and dry) score, (iii) eating quality characteristics including tenderness, juiciness and flavour, (iv) processing and retailing characteristics, such as drip and cook losses as well as shelf life, and (v) nutritional characteristics such as protein, vitamin and mineral contents (Bredahl, Grunert, & Fertin, 1998; Grunert, Bredahl, & Brunsø, 2004). Appearance has a great influence on how meat, including pork, is valued by the consumer. However, appearance quality dimensions cannot be easily evaluated at the point of purchase because the views on quality are based on a form of conditioning where consumers associate available cues with the quality of the product. The notion is that quality cues can be intrinsic or extrinsic (Olson, 1978). Intrinsic quality cues are part of the physical product such as colour or fat content (Bredahl et al., 1998; Bryhni et al., 2002; Hurling & Shepherd, 2003; Ngapo, Martin, & Dransfield, 2004b). Extrinsic quality cues are everything else that is related to the product or its production process, such as price and packaging (Cardello, 1995; Meiselman, Johnson, Reeve, & Crouch, 2000; Verbeke & Viaene, 2000). The effect of meat appearance on consumer’s preferences for pork chops was assessed using images manipulated for appearance characteristics. Data was collected from 412 consumers in Greece and Cyprus. Consumers were asked for their preference for pork chops from a book of computer-modified images and then completed a questionnaire of socio-demographic information, including eating and purchasing behaviour. Consumers under the age of 35 years showed preferences for dark red, lean pork, while consumers aged 35 years and older preferred either dark or light red pork. Gender appeared to be an important selection factor as men showed an increased preference for dark red pork while women preferred the light red. Consumers who stated that they like pork for its taste (91%) preferred either dark or light red pork chops while those who like pork for reasons other than taste preferred dark red, lean pork. Urban consumers preferred light red, fatty pork chops while the rural consumers preferred the dark red pork chops.