Bowyer/company reputation and warranty--if these aren't good, I won't bother regardless of how it looks or shoots.
I like a pretty bow--not a priority, but I don't care for one that's just butt-ugly.
When I pick it up, the grip has to fit. I won't change the way I shoot to fit a bow--if it doesn't fit me, I'll find one that does.
Smooth draw. I don't care if it shoots as fast as a bow that's 10# heavier--if it feels like I'm drawing a bow that's 10# heavier, what's the point?
Hand shock--I don't like it, neither does my elbow. I know most aren't tuned, especially not specifically for me, when I try one out--but still it shouldn't rattle my teeth.
Quiet shot--see above.
Fit, finish, shelf crowned and radiused, tight lines, no tool marks.
Then, how it feels/shoots for me. I can't tell how much I'll like a bow with a few shots, but I can usually tell if I flat out don't like it with a few shots.
Performance, with MY arrows. I won't hunt up a chrony to check it, but I can tell if I'm getting decent speed.
Finally, price. I don't have money to throw away. I don't mind paying a fair price, but I'm not into paying double for a label, "special edition", etc. Bows are tools to me, and I use them. I don't hunt or shoot tournaments to make a fashion statement or show off what bow I can afford.
If I ever found one that just amazed me because it shot so much better than any other bow I've ever shot, I'd pay considerably more--but that has yet to happen. I can shoot some better than others, but given some practice I'll do fine with most any of them. Took me a while to figure that part out.
Chad