Do you read consumer reviews before you make up your mind?

I often read reviews when I want to purchase something. I concentrate on the negative reviews. They are most likely more honest than many of the positive reviews.
Maybe you need a new heater. Which one is the most reliable?
Especially handy when looking for accommodation. Several times I have rejected places because of negative.
I am looking to buy Air Conditioning for my Flat. Expensive to buy and install. about $1600.
Checked out portable ones at half the price.
Almost all the reviews said, "Noisy". So a wall mounted one it will be.
Have chosen one and it will cost approximately $1200 installed.
If the landlord will allow me to install it.