Univ.-Prof. Dr. Sarah Spiekermann

Sarah chairs the Institute for Management Information Systems at Vienna University of Economics and Business (WU Vienna). She has published over 70 articles on social and ethical implications of computer systems and has given over 100 presentations and talks of her work and thinking around the world. Her main expertise is electronic privacy, disclosure behavior and ethical computing. Sarah has co-authored US/EU privacy co-regulation for RFID technology and regularly works as an advisor to companies and governmental institutions, including the EU Commission and the OECD. She is on the advisory board of the Foundation of Data Protection of the German Parliament. Besides this professional engagement she maintains a blog on “The Ethical Machine” at Austria’s leading daily newspaper Standard.at, is on the board of the Austrian art & science think-tank GlobArt and supports WU‘s student consultancy company uniforce on the advisory board.


Publications | Public Policy Involvement | Selected Talks | Newspaper Articles | Blog | Patents


In the review process: Spiekermann, S., Korunovska, J., “Personal Data Valuation: An exploratory Study of the User Perspective” (get current draft version >>)

In the review process: Lasinger, P., Spiekermann, S. “Bringing together what belongs together: Effects of matching ads to situations rather than to individuals” (get current draft version >> PDF)

In the review process: Spiekermann, S., Dabbish, L., “Attention and Interruption in Information System Design: A Review of Conceptual Foundations andResearch Issues“(get current draft version >>)

In the review process: Spiekermann, S., Novotny,A., “The Vision: Personal Information Markets AND Privacy” (get current draft version >> PDF)

Novotny, A.,Spiekermann, S. “Oblivion on the Web: An inquiry of user needs and technologies, European Conference on Information Systems (ECIS 2014),Tel Aviv, June 2014 (PDF)

Spiekermann, S., Korunovska, J., “About the Importance of Interface Complexity and Entropy for Online Information Sharing“, Behaviour & Information Technology, published online: September 2013 (Impact Factor: 0,86) (PDF)

Oetzel, M., Spiekermann S., “Privacy-By-Design through systematic privacy impact assessment – presentation of a methodology“, European Journal of Information Systems (EJIS), online: July2013  (Impact Factor: 1,56) (PDF)

Novotny, A.,Spiekermann, S., “Personal Information Markets and Privacy: A Model to Solve the Controversy”, Wirtschaftsinformatik (WI 2013), Leipzig,February 2013 (PDF)

Novotny, A.,Spiekermann, S., „Personal Information Markets AND Privacy: A New Modelto Solve the Controversy“, Digital Enlightment Yearbook, September 2013

Bauer C., Korunovska J., Spiekermann, S., “Onthe Value of Personal Information – What Facebook Users are willing topay”, International Conference on Information Systems (ICIS), Orlando, Florida, December 2012, INTEL BESTPAPER AWARD AT CPDP CONFERENCE 2013

Spiekermann, Sarah, “The Challenges of Privacyby Design”, Communications of the ACM (CACM), Viewpoint, Vol. 55, No. 7, July 2012 (Impact Factor:2,51) (PDF)

Oetzel, M., Spiekermann, S., “Privacy-By-Design through systematic privacy impact assessment – presentation of a methodology“,  20th European Conference on Information Systems (ECIS 2012), Barzelona, June, 2012

Alessandro Acquist, Sarah Spiekermann,„Do Pop-ups Pay Off? EconomicEffects of Attention Consuming Advertising“, cond. accepted by Journal of Interactive Marketing (JIM), Vol. 24, No.4, 2011, p. 226-240 (ImpactFactor: 2,60) (PDF)

Sarah Spiekermann, Matthias Rothensee, Michael Klafft, „Street Marketing: How Proximity And Context Drive Coupon Redemption“, Journal of Consumer Marketing, will be published in Volume 28, Fall/Winter2011 (Impact Factor: 1,29) (PDF)

Bauer, Christine, Spiekermann, Sarah. 2011.Conceptualizing Context for Adaptive Pervasive Commerce, 19th European Conference on Information Systems (ECIS 2011), Hrsg. AIS, Atlanta: AIS Association for Information Systems. (PDF)

Sarah Spiekermann, “The RFID PIA – developed by industry, agreed by regulators“, in Privacy Impact Assessment, Springer Law,Governance and Technology Series, Hrsg. David Wright and Paul de Hert, November 2011 (PDF)

Bauer Christine, Sarah Spiekermann, „Conceptualizing Context for Pervasive Advertising“, in ,PervasiveAdvertising‘, ed. by Müller, Jörg; Alt, Florian;Michelis, Daniel, Springer Verlag, Human-Computer Interaction Series, July 2011

Hanna Krasnova, Oliver Günther, Sarah Spiekermann, Ksenia Koroleva, “Online social networks: why we disclose”, Journal of InformationTechnology (JIT), Vol. 25, No. 2, pp.109-125, 2010 (Impact Factor: 3,53) (PDF)

Spiekermann, S., „About the ‘Idea of Man’ in System Design - An enlightened version of the Internet of Things?”,will be released in ‘The Internet of Things’, ed. by Dieter Uckelmann,Springer Verlag, 2010 (PDF)

Spiekermann, S. „ About the importance of people images for the design of “Ubiquitous Technology – A Point of View ", in: Ethics of Science and Technology Assessment, ed. by Europäische Akademie, SpringerVerlag, will be released in 2010

Bose, Idranil, Ngai, Eric W.T., Teo, Thompson,S.H., Spiekermann, Sarah, "Managing RFID projects in organizations", European Journal of Information Systems (EJIS), Vol 18., No. 6, December 2009, pp. 534-540 (Impact Factor: 1,56)

Spiekermann, S., Meyer, B., Hertlein, M.,Lattke, T., “SkillMap – A Social Software for Knowledge Management –From Concept to Proof”, Wirtschaftsinformatik 2009 (WO*09), Vienna,February, 2009 (PDF)

Hanna Krasnova, Oliver Günther, SarahSpiekermann, Ksenia Koroleva, “Privacy Concerns and Identity in Online Social Networks”, Identity in the Information Society Journal, online @ http://www.springerlink.com/content/l371174132178uwm, since 1st October 2009 (PDF)

Spiekermann, S., “Privacy Enhancing Technologies for RFID in Retail - An Empirical Investigation”, Journal of Personal and Ubiquitous Computing, Vol. 16, No. 6, 2009, pp. 423-524 (Impact Factor: 1,13) (PDF)

Spiekermann, S., Cranor, L., “Privacy Engineering”, IEEE Transactions on Software Engineering, Vol. 35, No. 1,January/February 2009, pp. 67-82 (Impact Factor: 2,59) (PDF)

Sarah Spiekermann, Sergei Evdokimov, “Critical RFID Privacy-Enhancing Technologies” IEEE Security and Privacy, Vol.7, No. 2, Mar./Apr. 2009, pp. 56-62 (Impact Factor: 1,02) (PDF)

Rothensee, M.,Spiekermann S., “Between extreme rejection and cautious acceptance – consumers' reactions to RFID-based information services in retail”, Social Science Computer Review,Vol. 26, No.1, spring 2008, pp. 75-86 (Impact Factor: 1,30) (PDF)

Acquisti, A.,Spiekermann, S., "Do Pop-Ups Pay Off? Economic effects of attention-consumingadvertising", Workshop on Information Systems and Economics (WISE2008), Paris, France, 1st-13th December, 2008

Investigation”,Proceedings of the 9th International Conference on Ubiquitous Computing (UbiComp 2007), Innsbruck, Austria, September 16-19, 2007, Lecture Notesin Computer Science (Vol. 4717), Eds. by Krumm, J.; Abowd, G.D.;Seneviratne, A.; Strang, Th., 56-72

Dingel, K.,Spiekermann, S., “Third Generation Knowledge Management Systems -Towards an Augmented Technology Acceptance Model”, Wirtschaftsinformatik2007 (WI’07), Karlsruhe, March, 2007 (PDF)

Krasnova, H.,Rothensee, M., Spiekermann, S., "Perceived Usefulness of RFID-enabled Information Services – A Systematic Approach“, Wirtschaftsinformatik2007 (WI’07),  Karlsruhe, March,2007

Sackmann, S., Müller, G., Günther, O.,Spiekermann, S., "Personalization and Informational Self-Determination - A irresolvable contradiction?", Wirtschaftsinformatik, Editorial, Vol. 49, No. 1, 2007, pp.1-2

Spiekermann, S., “Privacy Enhancing Technologies for RFID in Retail-
An Empirical Investigation”, Proceedings of the 9th International Conference on Ubiquitous Computing (UbiComp 2007), Innsbruck, Austria, September 16-19, 2007,  Lecture Notes in ComputerScience (Vol. 4717), Eds. by Krumm, J.; Abowd, G.D.; Seneviratne,A.; Strang, Th., 56-72

Spiekermann,S., "Perceived Control: Scales for Privacy in Ubiquitous Computing", in: Digital Privacy: Theory, Technologies and Practices, ed. by Alessandro Acquisti, Sabrina De Capitani di Vimercati,Stefanos Gritzalis and Costas Lambrinoudakis, Taylor and Francis, NewYork, 2007 (PDF)

Fabian, B., Günther, O., Ivantysynova, L., Spiekermann, S., Ziekow,H., "Secure information exchange in the Internet of Things", in: Internet of Things, ed by Hans-Jörg Bullinger and Michael ten Hompel,Springer Verlag, Berlin, 2007

Fabian, B., Günther, O., Spiekermann, S., "ONS Security",in: RFID Handbook: Applications, Technology, Security and Privacy, ed. by Syed Ahson und Mohammad Ilyas, CRC Press, 2007 (PDF)

Spiekermann, S., “Protecting One’s Privacy: In sights into the Views and Nature of the Early Adopters of Privacy Services“, in: Issues and Trends in Technology and Human Interaction“, ed. by BerndCarsten Stahl, IRM Press, Hershey, 2007 (PDF)

Spiekermann, S., Pallas F., "Technology Paternalism - Social impacts of ubiquitous computing beyond privacy," in: The computerization of everyday life - life in Smarten environments, ed by Friedemann Mattern, Springer Verlag, Berlin, Heidelberg, 2007

Klafft, M., Spiekermann, S. "Procurement-Auctions for consumers  – a new trend on the horizon of E-Commerce?”, Wirtschaftsinformatik,Vol. 48, No.1., 2006, pp. 36-45 (Impact Factor: 1,2) (PDF)

Klafft, M.,Spiekermann, S., "Is context-sensitive electronic couponing worth it?
A case study of the fast-food industry,"Absatzwirtschaft- Journal of Marketing, September 2006, pp.13-17

Spiekermann, S, Ziekow, H., "RFID: a Systematic Analysis of Privacy Threats & a7-point plan to address them”, Journal of Information Systems Security, Vol. 1, No. 3, 2006, pp. 2-17 (PDF)

Bertold, O., Günther, O., Spiekermann.,"RFID: Consumer fears and Consumer Protection ", Wirtschaftsinformatik, Vol. 47,No.6, 2005, pp. 422-430 (ImpactFactor: 1,2)

SpiekermannS., Pallas F., "Technology Paternalism – Wider Implications of RFID and Sensor Networks", Poesies & Praxis - International Journal of Ethics of Science and Technology Assessment, SpringerVerlag, Vol. 4, No. 1, March 2006, pp. 6-18 (PDF)

Schmidt, A., Spiekermann, S., Gershman, A., Michaelles, F."Real-World Challenges of Pervasive Computing", IEEE Pervasive Computing, Vol.5, No. 3, 2006, pp. 91-93 (PDF)

Beier, G., Rothensee, M., Spiekermann, S., " The acceptance of future ubiquitous computing applications,"humans and computers in 2006, Gelsenkirchen, September 2006

Spiekermann, S. "Individual Price Discrimination – An impossibility?", International Conferencefor Human-Computer Interaction (CHI'2006), Workshop on Privacy and Personalization, Montreal, canada, May 2006 (PDF)

Meyer, B., Spiekermann, S. "skillMap: dynamic visualization of shared organizational context",Multi-conference Wirtschaftsinformatik 2006 (MKWI'06), Passau, February 2006 (PDF)

Günther, O., Spiekermann, S., "RFID And The Perception of Control: The Consumer's View", Communications of the ACM (CACM), Vol. 48, No. 9, September 2005, pp. 73-76 (Impact Factor: 2,51) (PDF)

Berendt, B., Günther, O., Spiekermann, S.,"Privacy in E-Commerce: Stated Preferences vs. Actual Behavior”, Communications of the ACM (CACM), Vol. 48, No.3, 2005, pp. 101-106 (Impact Factor: 2,51) (PDF)

Spiekermann S., Temme D., Strobel, M., “Drivers and Impediments of Consumer Online Information Search: Self-controlledversus Agent-assisted Search“, Wirtschaftsinformatik 2005 (WI’05),Bamberg, 2005 (PDF)

Spiekermann, S., Ziekow, H., "RFID: a7-point plan to ensure privacy", 13th EuropeanConference on Information Systems, ECIS, Regensburg, May 2005

Meyer, B., Spiekermann, S., Hertlein, M.,"skillMap: Identification of parallel developments and of Communities of Practice in distributed organizations”, The First WorldCongress of the International Federation for Systems Research (IFSR2005), Kobe, Japan, November 2005 (PDF)

Fabian, B., Günther, O., Spiekermann S.,"Security Analysis of the Object Name Service for RFID", 1st International Workshop on Security, Privacy and Trust in Pervasive and Ubiquitous Computing, Santorini Island, Greek, July 2005 (PDF)

Straube, F., Beyer, I., Richter, M.,Spiekermann, S., "Applications of RFID for the realization of responsiveness in the supply chain collaboration", in: Yearbook of logistics 2005,ed by Hanne Wolf Kluthausen, Association for Communication in Marketing Ltd., Korschenbroich. 2005 

Spiekermann, S., Berthold O., "Maintaining privacy in RFID enabled environments - Proposal for adisable-model", in: Privacy, Security and Trust within the Context of Pervasive Computing, ed. by P. Robinson, H. Vogt, W. Wagealla, The Kluwer International Seriesin Engineering and Computer Science, Springer Verlag, 2005

Spiekermann, S., "The Desire for Privacy: Insights into the Views and Nature of the Early Adopters of Privacy Services", International Journal of Technology and Human Interaction, Vol.1, No. 1, December 2004, pp. 74 – 83 (PDF)

Spiekermann, S., "EC Websites and Product Context: How Consumers’ Product Focus drives their Navigational Needs", ACM Conference of Electronic Commerce (EC'04), New York, May 2004 (PDF)

Günther, O., Spiekermann, S., "RFID vs. Privacy is a contradiction?“, Editorial, Wirtschaftsinformatik,Vol. 46, No. 4, 2004, pp. 1-2

Spiekermann, S., "General Aspects of Location Based Services", in: Location Based Services, ed. by AgnesVoisard und Jochen Schiller, Morgan Kaufmann, San Francisco, 2004

Sarah Spiekermann, " Consumers of anonymity - Who uses anonymization services ",Journal of Privacy and Security, 2003, pp. 14-21

Spiekermann, S., Dickinson I., Guenther, O.,Reynolds R., “User Agents in E-Commerce Environments: Industry vs.Consumer Perspectives on Data Exchange”, 15th Conference On Advanced Information Systems Engineering (CAiSE’03), Klagenfurt,Austria, June 2003 (PDF)

Spiekermann,S., Parachiv, C., "Motivating Human-Agent Interaction: Transferring Insights from Behavioral Marketing to Interface Design”, Electronic Commerce Research Journal (Kluwer), Vol.1, No. 2, 2001, pp. 255-285 (Impact Factor: 1,55) (PDF)

Spiekermann, S., Grossklags, J., Berendt B.,"E-privacy in 2nd generation E-Commerce", ACM Conference on Electronic Commerce (EC'01), Tampa, Florida, October 2001 (PDF)

Annacker, D., Spiekermann, S., Strobel, M.,"E-privacy: A new search cost dimension in online environments", 14th Bled Conference of ElectronicCommerce, Bled, Slovakia, June 2001 (PDF)

Spiekermann, S., Christ, M., "Designing Recommender Systems Strategically", 3rd Berlin InternetEconomics Workshop (BIEW), May 2000

Public Policy Involvement

„Data Protection in Europe - Academics are taking a position“, Computer Law & Security Review, Vol. 29, 2013 reprint of the Data Protection in Europe Article: http://www.dataprotectioneu.eu (PDF)

Privacy Impact Assessment (PIA) Framework for RFID; signed by EU Commission Vice-President Neelie Kroes, Brussels, April 2011, published in all official languages ​​of the European Union: http://ec.europa.eu/information_society/policy/rfid/pia/index_en.htm

Oetzel, M., H. Kelter, Spiekermann, Sarah, Mull, Sabine(2011). BSI Privacy Impact Assessment (PIA) Guide; extension of BSI Technical Guideline TR 03126, Publisher: Federal Office forInformation Security (BSI); URL: https://www.bsi.bund.de/DE/Themen/ElektronischeAusweise/RadioFrequencyIdentification/PIA/pia_node.html

“To log or not to log - Risks and benefits of emerging life-logging applications“,Report of the European Network and Information Security Agency (ENISA) 2011,URL: http://www.enisa.europa.eu/ (PDF)

S. Spiekermann, "TA study" Ubiquitous computing and informational self-determination - A report of consumers perspective,"Technology Assessment - Theory and Practice, Vol. 16, No. 1, March 2007 (PDF)

Selected Talks

“On Ethical Design in Machine Age”, Brown Bag Talk, Oxford University Internet Institute, Oxford, May 2014

“Consumer Protection in the Digital Age”, Keynote, Verbrauchermarkt in der Digitalen Welt, Conference organized by the German Green Party in the German Parliament, Berlin, May 2014

“The Ethical Machine”, Keynote, re-publica Conference, Berlin, May 2014

“The Ethical Machine”, invited talk, European Commission JRC, Ispra,, March 2014

“Omnipräsenz - Leben und Handeln in der vernetzten Welt“, Heinrich Böll Stiftung & Bitkom, Keynote, November 2013 (PDF) (Video)

“Psychological Ownership of Personal Data”, Conference on Psychology of Ownership, WU Vienna, invited presentation, September 2013

“How to embrace ethics in the Internet of Things”, British Computer Society Meeting, London, invited talk, podium, February 2013

“The Self-Regulation Approach Chosen for the PIA Framework for RFID”, invited talk, podium, CPDP, Brussels, February 2013

„Personal Data Markets and Privacy – What the New Regulation Should Include to Shape the Future“, Lecture, Data Protection Conference of the Federal Minister of the Interior, Berlin, October 2012

„Personal Data Markets AND Privacy“, Keynote, Austrian Internet Summit, Vienna, September 2012

"Trust through Privacy Impact Assessments and Privacy by Design", Keynote, 5th International Conference on Trust and Trustworthy Computing, TRUST, Vienna, June 2012

„Privacy as Property“, Keynote at the opening of the Privacy and Identity Lab at the University of Tilburg, March 2012

PIAs for RFID – Where are we now?  Where should we go from here?; Keynote at the meeting of experts “Implementation of the RFID Privacy Impact Assessment (PIA) Framework - Towards a coherent European Approach”, invited talk, Brussels Februar 2012

"Information and communications technology - the next 10 years," presentation at the WU Competence Day, Vienna, November 2011

„Adaptive Displays – The future of Marketing at the Point of Sale?“, invited talk within the context of the trading conference of the Innovative Retail Labs of the DFKI, St. Wendel, July 2010

„Privacy by Design: Challenges for the state and economy in 2010“, motivational keynote for the dialogue that Thomas de Maizière initiated as minister of internal affairs with the network community Outlooks of the political strategy for the internet“, 18th January 2010

„Why Do We Share? Insights on Knowledge Management & Knowledge Sharing with IT Systems“,invited talk, Linz, November 2009

„E-Identity – A safe way in the networked world?“ invited talk,, 11th German IT-security congress, Federal Office for Information Security, BSI, Bonn, 15th May 2009

„Ambient Technologies: “Future perspectives for images of humanity “,invited talk, spring-time meeting of the European Academy (Bad Neuenahr-Ahrweiler) 2009: Transformation of human images in the Information Age, 26th March 2009

Newspaper Articles

DIE ZEIT, 10.12.2013 “Wehren wir uns! Jetzt!”

DIE ZEIT, 8.11.2012 “Die Verwässerer”

DIE ZEIT, 14.02.2013 “Auch Anonyme Daten brauchen Schutz”

FUTUREZONE 10.12.2013 “Snowden und der Kindergarten des elektronischen Zeitalters”

 Blog @ derStandard.at (mostly in English & German)

derStandard.at, 12.06.2013 “New Economy 2.0 – Empowering People

derStandard.at, 31.05.2013 “Parallelwelt Biennale – Die wahren Fragen?”

derStandard.at, 29.01.2013 “EU Datenschutz – Wir sind empört”

derStandard.at, 20.09.2012 “Werbung – Quo Vadis”

derStandard.at, 20.08.2012 “Facebook Ade”

derStandard.at, 21.05.2012 “Unsichtbare Probleme der Technikwelt

derStandard.at, 26.04.2012 “Warum Technik mit vielen Menschen getestet werden sollte”

derStandard.at, 12.04.2012 “Why we don’t like to pay for virtual goods”

derStandard.at, 30.03.2012 “Der Fluch der Automaten”

derStandard.at, 12.04.2012 “Why we don’t like to pay for virtual goods”

derStandard.at, 15.03.2012 “Privacy by Design and Airport Screening Systems”

derStandard.at, 01.03.2012 “The Privacy Paradox”

derStandard.at, 16.02.2012 “Hackers, Apple, Goolge – Who are the good guys?”

derStandard.at, 02.02.2012 “The Ethical Machine”


"Data protection compliant Radio Frequency Identifications (RFID)- system by owner-controlled RFID tag functionality," (filed with Berthold, O., Freytag, J.-Chr.) [Sold to SAP AG] 2006