How important are book covers in getting you to read a book?

I think that the book cover is more important in getting me to pick up the book. What the book jacket says, either on the inside of a hardcover or the back of a softcover book, is more of what influences me to read a book. But, some books will speak to me at different times. When I first picked up The Help, I could not get into it. Everyone said what a wonderful book it was, and although the back cover looked interesting, I could not get into the book. I put it down for awhile and then picked it back up and could not put it down! A book that I thought I may be interested in reading by the cover and even own a copy, but have never picked up is Eat, Pray, Love.