This study characterizes cesarean rates among women giving birth in São José do Rio Preto in 1992. Household interviews were conducted with 553 women selected through records on live births. Estimated incidence of cesarean sections was 80.5%, highlighting the procedure's widespread use in the study sample. Confirming a prior hypothesis, cesarean rates increased with parity and were statistically associated with age and tubal ligation. As for socioeconomic status, cesarean rates increased according to income and were higher among women using private health care (with or without health insurance). Interviews with professors in the local medical school and a related survey of the local media showed an increase in the valorization of cesareans. Confirming this trend, women interviewed in the survey expressed their own active valorization of this procedure.