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The cases in which price is the only criteria for me is backwards from what you describe - if it's free, I'll download it if it seems even slightly interesting.
For books that cost money, it's kind of a scale factoring in desire & price in inverse proportions. The more I want it, the less price matters. The only reason I check the publisher is because some houses are known for putting out crappy ebooks.
I do have budget considerations, and I try to maximize my ebook dollars, but that alone isn't enough to move me too much in either direction. Last night I spent this week's ebook budget on one book because I just discovered an author I really like and I think he's more than worth the price I paid.
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