Mostly I know or I can guess what I will like. If I'm on the fence about a book I know nothing about, I might read reviews but not rely on them. Like Sweetpea, I often find negative reviews more helpful, especially if I find that the reviewer is somebody I would disagree with. Sometimes I read reviews after I have finished a book, just to see what other people thought about it. But then it's less a "review" and more a "discussion", even if I don't answer back.
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