Consumers often impose rules of fairness on the firms that sell them goods, leading to the failure of markets to clear. Several theories suggest that when markets clear, we achieve a desirable outcome in terms of market welfare (the sum of consumer and producer surplus). Suppose a disaster occurs, causing a severe decline in the amount of gasoline on hand in the affected region. Standard economic theory would suggest the price of gasoline should rise to eliminate shortages. Suppose that because of the perception of consumers, firms do not let prices rise. What is the impact on consumer and producer surplus? Who wins and who loses? Why might firms comply with this rule?