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The cover and title certainly at first and then the synopsis. The price also plays a part. I mean if it's $2.99 and only a dozen pages it's going to have to really sell itself to me. If on the other hand it's 600+ pages and only $2.99 then it's got a far better chance of catching my interest. Of course reviews by previous purchaser's (if there are any) can also play a part. If they are all bad reviews I'm less likely to buy no matter what the other signs above tell me.
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