According to a 2009 nationwide survey conducted by researchers at the University of Pennsylvania and the University of California-Berkeley,  most adult Americans reject the oft-stated idea that Internet users prefer tailored advertising. Instead, consumers want transparency and control over their personal information so that they can make their own informed choices.

From the abstract:

This survey finds that Americans want openness with marketers. If marketers want to continue to use various forms of behavioral targeting in their interactions with Americans, they must work with policymakers to open up the process so that individuals can learn exactly how their information is being collected and used, and then exercise control over their data. We offer specific proposals in this direction. An overarching one is for marketers to implement a regime of information respect toward the public rather than to treat them as objects from which they can take information in order to optimally persuade them.

You can get the entire report here.