Hi asilj.
Welcome to our Mattress Forum! 
The job of the salesperson is to “sell” you on a certain mattress, and “being sold” is not what you want. Unless they were providing you information about the actual materials within the mattress and speaking specifically about the density and actual makeup of the materials, most of what you were told was more than likely regurgitation of marketing material with little meaningful information provided.
As for reviews or other people’s experiences in general, they won’t tell you much if anything about the suitability, quality, durability, or “value” of a mattress for any particular person (see post #13 here ), and I recommend you avoid considering them as any sort of a reliable indicator of the appropriateness of any particular product for your needs.
Unfortunately the Serta model you mentioned or other major brands such as Sealy/Stearns & Foster, Simmons, and Serta all tend to use lower quality and less durable materials in their mattresses than most of their smaller competitors that will tend to soften or break down prematurely relative to the price you pay which is why I would generally suggest avoiding all of them completely (along with the major retailers that focus on them as well) regardless of how they may feel in a showroom along with any mattress where you aren’t able to find out the type and quality/durability of the materials inside it (see the guidelines here. along with post #3 here. and post #12 here. and post #404 here.).
While I can certainly help with “how” to choose … It’s not possible to make specific suggestions or recommendations for either a mattress, manufacturers/retailers, or combinations of materials or components because the first “rule” of mattress shopping is to always remember that you are the only one that can feel what you feel on a mattress and there are too many unknowns, variables, and personal preferences involved that are unique to each person to use a formula or for anyone to be able to predict or make a specific suggestion or recommendation about which mattress or combination of materials and components or which type of mattress would be the best “match” for you in terms of “comfort”, firmness, or PPP or how a mattress will “feel” to you or compare to another mattress based on specs (either yours or a mattress), sleeping positions, health conditions, or “theory at a distance” that can possibly be more reliable than your own careful testing (hopefully using the testing guidelines in step 4 of the tutorial) or your own personal sleeping experience (see post #2 here ).
The first place to start your research is the mattress shopping tutorial herepost #2 here post #13 here (there is a condensed version of it at the end of that post) which includes all the basic information, steps, and guidelines that can help you make the best possible choice … and perhaps more importantly know how and why to avoid the worst ones. Two of the most important links in the tutorial that I would especially make sure you’ve read are which has more about the different ways to choose a suitable mattress (either locally or online) that is the best “match” for you in terms of “comfort”, firmness, and PPP that can help you assess and minimize the risks of making a choice that doesn’t turn out as well as you hoped for andwhich has more about the most important parts of the “value” of a mattress purchase which can help you make more meaningful quality/value comparisons between mattresses in terms of suitability (how well he will sleep), durability (how long he will sleep well), and the overall value of a mattress compared to your other finalists based on all the parts of your personal value equation that are most important to you (including the price of course and the options you have available after a purchase if your choice doesn’t turn out as well as you hoped for).
Outside of PPP (which is the most important part of “value”), the next most important part of the value of a mattress purchase is durability which is all about how long you will sleep well on a mattress. This is the part of your research that you can’t see or “feel” and assessing the durability and useful life of a mattress depends on knowing the specifics of its construction and the type and quality of the materials inside it regardless of the name of the manufacturer on the label or how a mattress feels in a showroom or when it is relatively new so I would always make sure that you find out the information listed here so you can compare the quality of the materials and components to the durability guidelines here to make sure there are no lower quality materials or weak links in a mattress that would be a cause for concern relative to the durability and useful life of a mattress before making any purchase.
If you’re too overwhelmed in going through the entire mattress shopping tutorial, then in its simplest form … choosing the “best possible” mattress for any particular person really comes down to FIRST finding a few knowledgeable and transparent retailers and/or manufacturers (either locally or online) that sell the types of mattresses that you are most interested in that are in a budget range you are comfortable with and that you have confirmed will provide you with the all the information you need about the materials and components inside the mattresses they sell so you will be able to make informed choices and meaningful comparisons between mattresses and then …
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Careful testing (hopefully using the testing guidelines in this tutorial) to make sure that a mattress is a good match for you in terms of “comfort”, firmness, and PPP … and/or that you are comfortable with the options you have available to return, exchange, or “fine tune” the mattress and any costs involved if you can’t test a mattress in person or aren’t confident that your mattress is a suitable choice.
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Checking to make sure that there are no lower quality materials or weak links in a mattress you are considering relative to your weight/BMI range that could compromise the durability and useful life of the mattress (see the durability guidelines linked above)
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Comparing your finalists for “value” based on #1 and #2 and all the other parts of your personal value equation that are most important to you.
Bear Mattress is one of the many “simplified choice” on line mattress options and you can read my comments about them in Post #2 here I would keep in mind that the only reliable way to know how a mattress would feel for you (regardless of how it feels for someone else) must be based on your personal experience or a more detailed phone conversation with a knowledgeable and experienced retailer or manufacturer that has your best interests at heart and who can help to “talk you through” the specifics of their mattress that best match you based on the information you provide them.
The iComfort mattress you tested uses a TempActiv gel memory foam in the uppermost layer and although it may enhance the sleeping temperature of the foam … memory foam still tends to be the most insulating and least breathable of the three types of foam ( which is memory foam, polyfoam, and latex) followed by polyfoam with latex being the most breathable. Of from the three main types of foam
It’s not really possible to quantify the sleeping temperature of a mattress for any particular person with any real accuracy because there are so many variables involved including the type of mattress protector and the sheets and bedding that you use (which in many cases can have just as significant an effect on sleeping temperature as the type of foam in a mattress) and on where you are in the “oven to iceberg” range and because there is no standardized testing for temperature regulation with different combinations of materials. In very general terms … the materials, layers, and components of a sleeping system that are closer to your skin will have a bigger effect on airflow, moisture transport, and temperature regulation than materials, layers, and components that are further away from your skin and softer mattresses or foam toppers will tend to be more “insulating” and for some people can sleep warmer than firmer versions of the same material. If you are interested, there is more about the many variables that can affect the sleeping temperature of a mattress or sleeping system in post #2 here that can help you choose the types of materials and components that are most likely to keep you in a comfortable temperature range.
Hopefully you can take some time to read through this information which will help to give you a good start in your mattress research.
Phoenix