For books I tend to ignore reviews. I know what I like and which writing style I prefer, no review will change that (unless it says in big bold flashing letters "Do not buy this book, it's harmful to your health"
).
For indie authors and small press books, my methodology in picking them out is pretty random. I narrow it down to the genre I like and surf round. Usually a good cover get my attention then I read the blurb. If there's something in the blurb that sticks with me then I'm pretty much sold.
I rely more on reviews when purchasing electronics.
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Bad Juju: Vol. 1 (dark fiction/horror short story collection)
Amazon US | Amazon UK
Smashwords author page
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