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My two major criteria are:
1. Familiarity with the author. I read various mystery series, and just automatically pick up new books in a series. (Pre e-reader, I pretty much had to limit myself to this criterion because of space considerations.)
2. Synopsis. Certain elements appeal to me; others are a total turn-off. Even if a book is highly recommended and has great reviews, I'm just not going to read something that sounds plotless and pointless.
Price isn't a major factor if I want the book, though I still grumble about it. I download a lot of free books, as long as they seem marginally interesting, but I pretty much stick to the major publishers.
However, when it comes to backlist books that I already own in paper, price is definitely the deciding factor. I've gone as high as $12.99 for a couple of them, but I'm more likely to buy in the $5-$10 range.
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