Since the debt crisis of 1982, Mexico has experienced more than a decade of market-oriented economic reform, but research on public opinion toward reform is limited. Drawing on general findings from opinion research in the United States, this study examines how policy preferences of Mexicans are shaped by social background, judgments about the economy, and political loyalties. The effect of these variables is examined across three national surveys, conducted in 1992, 1994, and 1995. We found that favorable orientations toward the president and the ruling party were consistently the strongest predictors of preferences about reform. Furthermore, as in the United States, sociotropic evaluations of the economy outweigh “pocketbook” concerns; despite many years of reform, both expectations and retrospective judgments are important in shaping preferences, particularly since the 1994 crisis; and social background variables have limited direct influence.