Using the 1996 National Black Election Study, I estimate black opinions of affirmative action by developing models that capture the effects of self-interest, group consciousness, reference groups, and social justice. The method I used is ordered logit. An examination of the data show that, unlike many studies that examine the effects of self-interest on public opinion, I find that self-interest matters. I also find that black individuals also support affirmative action from a sense of group consciousness. The results also suggest that some support affirmative action consistent with the reference group theory and the pursuit of social justice.