Introduction: the hardest part of selling solutions -- The dark side of customer consensus -- The mobilizer -- The art of unteaching -- Building commercial insight -- Commercial insight in action -- Teaching mobilizers where they learn -- Two types of tailoring -- Taking control of consensus...

This paper investigates how internet users' perception of control over their personal information affects how likely they are to click on online advertising. The paper uses data from a randomized field experiment that examined the relative effectiveness of personalizing ad copy using posted...