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Research and business practice have already established the central role of trust in business, particularly in online interactions. Many online business exchanges require the disclosure of sensitive personal information on a regular basis. Simultaneously, customers are reluctant to disclose private information online due to concerns about privacy. Thus, trust plays a critical role in such disclosures. However, a number of factors could influence the extent of customers’ trust and their willingness to disclose their private information. In this study, we explore the critical roles of two sets of factors: the sensitivity of the context within which the private information is disclosed and the customer's personality. Our theory building is based on the contextualization of the theory of reasoned action (TRA-Privacy) and its synthesis with Prospect theory. Our theory argues that context sensitivity as a moderator and individuals’ salient …