For purchasing decisions, I only look at reviews for products that I'm on the fence about. Most I generally know whether I want to get it or not, but sometimes I'm waffling. However, since I tend to buy most of mine over the net, I don't have the ability to flip through it. Therefore, the biggest thing I look for is a review that lays out the books contents. Next to that, I can usually tell from the reviewer whether they like the same apsects I tend to like or focus on the stuff I ignore, and weigh their opinion accordingly.
The other main way I look at reviews is to regularly read some of the better reviewers out there to get some insight into what the community is generally looking for, and use that to guide my writing. Now, I don't look only at the reviews for this information, but that is an important aspect.
As for reviews of my own work, I'm usually flattered. I haven't had much reviewed yet, but usually they see less faults in it than I do!!
The other main way I look at reviews is to regularly read some of the better reviewers out there to get some insight into what the community is generally looking for, and use that to guide my writing. Now, I don't look only at the reviews for this information, but that is an important aspect.
As for reviews of my own work, I'm usually flattered. I haven't had much reviewed yet, but usually they see less faults in it than I do!!