Whenever I'm looking to see if I'll like a product, book, movie or whatever before I buy it, I always read reviews of said product on some webpage like Amazon.com. I wonder if everyone else reads the reviews like I do. I always read the lowest rated reviews first if not only when looking at reviews. On Amazon, I might actually read a two star review every once in a while, but I usually stick to the 1 stars.
Why? It's simple. I assume people will like a product for a variety of reasons, none of which necessarilly have anything to do with the merits of the product. But people often get pretty specific with their hatreds.
With books, sometimes they just hate the author, but often there are those people that try to completely tear down a work page by page. I find this useful, as it's very easy to get blinded by the arguments going on in a book or movie if you're focused on only the information provided to you by the author/director/etc. This is especially true when reading wonkish material on any given subject. How the hell am I supposed to know that some guy's listing of intricate physics was way off the mark? But a reviewer that is skilled in physics that spots such egregious errors can better inform me. That's a far cry from one in a long line of uncritical douches that gush over a work.
I've done a couple of reviews of books I've read for amazon, and they were both high ratings. I noted at the end, that someone wondering whether or not to read the book would likely not get much out of it other than the thought that they might like it, but then, they probably already thought that they might like it since they decided to look at reviews.
Finally, one advantage to paying attention to the negative reviews is that you can often suss out what's a good work by the douche commentary of the preponderance of negative reviews. If all the negative reviews seems to be coming from knuckledragging douchenozzles, then you can safely bet it might well be something you're into.
My only question is how many other people out there do the same thing. I suspect the percentage is quite high.