For the most part I could care less about the status of the author. I've either heard of them or not. What I'm looking for is a story that's interesting. I'm looking for genre, title, cover, and blurb. Maybe reviews too. 99% of the time that either sells or doesn't sell me. If I'm in doubt I'll grab a sample first.
I like my eBooks under $5, and at the upper end of that price spectrum they'd better be novels not novellas or short stories. I've paid >$10 for eBooks by authors I know, but I've been doing that less and less. It's just a value thing. As much as I may like an author, I don't find ANY eBook to really hold up well at that price.
Generally speaking I've been fairly pleased by most of the books I've picked up at the $2.99 price point. Not saying that particular price = quality, just most of the books I've read at that price I've wound up enjoying.
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