Reactions

Shamelessy stolen from GURPS

Hates subject and will act in worst interest
Potential Combat: foes attack viciously, asking no quarter and giving none
Commercial Transactions are doomed (potential combat -1)
Requests for Aid are denied (potential combat -2)
Requests for Information are met with anger (potential combat -1)
Loyalty: NPC hates you or is in the pay of your enemies, and will take the first opportunity to betray you.

Cares nothing for characters and acts against them if its profitable
Potential Combat: foes attack unless outnumbered; may ambush later
Commercial Transactions go badly; merchant asks 2X fair price
Requests for Aid are denied; others ignore the characters
Requests for Information meet with demands for payment. If paid, they will provide partial truth, otherwise will lie maliciously.
Loyalty: no respect; will leave or betray if tempted

Unimpressed; may become hostile if there is profit or little danger
Potential Combat: shout threats and insults, demand the PCs leave; otherwise will attack unless outnumbered
Commercial Transactions: unprofitable, +25% fair price
Requests for Aid denied, but bribes, threats and pleas may work (try again at -1)
Requests for Information unproductive; claim not to know, or give rumor and gossip. A bribe may improve their memory (roll again).
Loyalty: The NPC is not impressed with and/or dislikes the job. Thinks he is overworked and underpaid. He will probably betray you if offered enough, and would certainly take a "better" job if he thought he had one.

NPC ignores the characters as much as possible. Total disinterest.
Potential Combat: NPCs inclined to go their own way and leave the PCs alone. In a fight, will continue if winning, or withdraw and flee if losing.
Commercial Transactions are cold and businesslike, but fair.
Requests for Aid are granted grudgingly, if minor. Further entreaties are made at -1.
Requests for Information bring lazy responses; may be mixed with rumor and gossip, but more or less true. A bribe may improve cooperation, or be seen as an insult (roll again).
Loyalty:You're just another boss. He'll work hard enough to keep you happy, but no harder. He complains about the job behind your back. He won't leave unless he's sure the new job is better, and will not betray you unless the temptation is pretty strong.

NPC is benevolent toward the characters and will be mildly helpful.
Potential Combat: NPCs would prefer not to fight. If the fight is already in progress, will attempt to withdraw.
Commercial Transactions go pleasantly. Merchant buys and sells at fair prices, and will volunteer useful information or small bits of help if possible.
Requests for Aid are granted if simple. NPC attitude is charitable, but complex or demanding requests are denied.
Requests for Information are successful, though responses will be simple and direct. Complex questions get sketchy answers.
Loyalty: NPC is content. He will hard work if he stands to gain something, but otherwise simply fulfills his obligation. He will look out for your interests as long as they don't conflict with his own, and thinks you're a pretty decent boss.

NPC likes the characters and will be fairly helpful, within limits.
Potential Combat: NPCs either find the characters likeable or formidable. Characters may request aid or information. If a fight is in progress, NPCs will flee.
Commercial Transactions go pleasantly. Merchant will sell at a 10% discount, or buy at 110%. Will also volunteer useful information or small bits of help if possible.
Requests for Aid are granted if reasonable. NPC attitude is helpful. Even if the request is silly and must be denied, they will offer advice.
Requests for Information are successful. Questions will be answered accurately.
Loyalty: NPC likes you and/or the job. He will be loyal, work hard, and accept reasonable hazards (if you do).

NPC thinks highly of characters and will be very helpful and friendly.
Potential Combat: NPCs are friendly. PCs may ask aid or information at +1. Even sworn foes will find an excuse to let the PCs go... for now. If a fight is in progress, the NPCs will flee if possible, surrender otherwise.
Commercial Transactions go very well. Merchant will accept offers at 75% of fair price, or buy at 150%. Also offers help and advice.
Requests for Aid are granted unless totally unreasonable. Any useful information is volunteered gladly.
Requests for Information are successful. Answers are detailed and volunteer related information.
Loyalty: NPC will work very hard, even risk his life. Puts your interests ahead of his own.

NPC is extremely impressed and will act in their best interests at all times, within the limits of their own ability. Merchants offer very good deals.
Potential Combat: NPCs are extremely friendly, and may even join the party temporarily. PCs may ask for aid or information at +2. If a fight has started, NPCs will surrender.
Commercial Transactions go very well. Merchant will accept offers at 75% of fair price, or buy at 150%. Also offers help and advice.
Requests for Aid are granted unless totally unreasonable. Any useful information is volunteered gladly.
Requests for Information are successful. Answers are detailed and volunteer related information.
Loyalty: NPC will work very hard, even risk his life. Puts your interests ahead of his own.

NPC worships the ground you walk on, to the point of annoyance.
Potential Combat: NPCs are awestruck, and will certainly join you. If fighting, they will switch sides and fight for you.
Commercial Transactions go extremely well. Merchant will accept ridiculous offers, and throw in a bonus too.
Requests for Aid are granted. NPCs will do everything within their power to offer extra aid.
Requests for Information are extremely successful. Questions are answered completely. If the NPC doesn't know everything you need to know, he will try to find out. He may even offer to help (roll request for Aid at +2).
Loyalty: NPC worships you (or your cause) and will work incredibly hard, puts your interests ahead of his own, and would even die for you. Treachery is unthinkable.