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If we're talking an indie book, I go by the blurb, but the reviews are important to me as well. I don't like to sample, if I'm investing any more time than it takes to read a blurb, I am going to just read the book, or attempt to read the book. I like when there are several reviews, and I really like when there are several different viewpoints and levels of like/dislike.
I get the impression sometimes that authors think anything less than a 5-star review will reflect badly on their books. I don't find that true. Reviews that are somewhat specific can spark my interest in a book, even if it's a 3-star review and has some negatives. I've also had people tell me they became interested in a book because of some of the things I listed in one of my reviews, even though the review itself pointed out things I didn't like as well.
Gushing, unrealistic reviews short aside ("Everything Mr. Probably My-Cousin has written is SO awesome! I love all his books so very much and I am his biggest fan because he writes such amazing books!"), I don't like when the "review" is really just a long retelling of the story. Really? I want to READ the story, not the synopsis in 5 paragraphs. It reminds me of movie trailers that go on way too long and give the whole plot. What's left to see? Sure, I might enjoy filling in the details, but probably not. I like reviews that give me a short blurb about the book (preferably describing it in a different way than the official blurb), and then specifics about what great and what was not.
So I didn't answer the poll, but here's my reality: For pbooks, I don't read reviews at all. I am attracted by the cover or title, I read the book cover blurb, I skim through a bit of a story, and I make a decision. For ebooks, I read the blurb, I read the reviews, I pay very little attention to the cover, and I make a decision. For either kind of book, previous positive experience with the author's work makes a huge difference.
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