I think I put more time into my "I am" tags than the pros and cons.

I do put some thought into the pros and cons thinking some people look at those before they read the article/essay.  I've experimented with using them a bit like a tease in order to intrique, entice, interest people to read more.

I mostly rush through the "I am" and pros/cons, just to get to the actual review. However, if I'm the first to review the product and someone reviews it after me, I notice that they often re-use at least a couple of my pros/cons. Sometimes, they re-use all of them.

--Bob

I put some time into thinking of pros and cons. I want them to mean something. Sometimes I just end up with "expensive" as a con but I try to get the gist of the product with the pros and cons - at least I try I think! Jo

I tend to give more thought to pros and cons than the "I am" tags.

I spend about a minute on the pros and cons after having written the review proper. I don't dawdle too much when writing them, but I do give them more than a cursory afterthought.

Pros and cons come pretty easily to me since I already have a strong impression of the product or service except when I write the dreaded 3 star review. The one thing I rarely do is to leave one area blank. I have rarely used a product that had NO cons or NO pros. I think I may have said "none" in the cons area once or twice about something that blew me away but I like to find at least one thing that may possibly be a con (if I am doing a 5 star review) or a pro (if I am doing a 1 star one). I really don't like extremes and find that I trust a review a bit less when a person only talks about  how great or how awful a product is without a little bit of balance.

I do think about the pros and cons because I consider them to be a label for the review but don't spend a lot of time doing so. I spend less time on I AM tags.

I agree with Alex, I usually do the pros/cons AFTER writing the review.  Funny thing is that before writing I feel like I'll never come up with good pros/cons.  But once I write it, the pros and cons come easily.  Still, sometimes it's hard to get them short enough for the limit.

I also agree with rudi about the I Am tags taking less thought then pros/cons.  I tend to use the same I Am tags a lot, trying to use the same ones at least, so that reviews on my page can be filtered properly.  A lot of time I do go to my profile in another browser to copy some I Am Tags that aren't showing on the "most used" list.  Like today I went to find the Johnny Depp one to make sure I phrased it exactly the same.  But otherwise i don't spend too much time with that part.

I often leave Cons blank on products I love.  A lot of times I might find a small flaw, but nothing that would have changed my mind about the purchase.  If the flaw affected my rating or I thought others would be affected by it, then I would list it.  If I would still purchase the product again even with the flaw, then I might not list it.  Either way I would mention the flaw in the actual review, it is just that I might not list it in the Cons.  I'm tempted to list "none" but I decided to leave the field blank instead of listing none.  As for pros, I never have a blank spot there since I tend to always find at least 1 good thing about every product.