Ok, in a cash game its pretty much simple pot odds v's equity.

If you're getting 2:1 on the call, and believe your hand is better than 2:1 v's their range, then you call. Over time, thats a +ev situation. If you think its about even, then go with your gut. In that kind of situation I'd probably be a bit conservative and fold, simply because you think 2 out of 3 times you lose, so if its a 0 ev spot, just fold and save your money now.