I'm willing to pay a little more for 'established' authors. That is, authors whose books I've read and liked. I will buy the next Robin Hobb book no matter how much it will cost me.
If I were to buy a book from an author I've never heard off ... I'd be willing to pay up to 3€ (about 4,2 dollars), but only if I think the story will be interesting and original (which is hard to find if you've read nothing but fantasy for the last 10 years).
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I'd probably pay $20 for that or a Harry Potter new release.
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I would be very tempted as well
I haven't bought a book yet, for now I'm happy reading public domain books.