I couldn't find the article any more, but it was talking about shopkeepers' reluctance to hike the price of bottled water in times of emergency because it harms

I couldn't find the article any more, but it was talking about shopkeepers' reluctance to hike the price of bottled water in times of emergency because it harms their long term relationship with a customer. There's nothing wrong with what you talk about in a perfect economic setting. I think humans reason beyond short term economics alone, and an act of graciousness during time of need will be reciprocated in the long run.