Do-gooder derogation [dehr-uh-gey-shuhn] is a phenomenon where a person’s morally motivated behavior leads to them being perceived negatively by others. The term ‘do-gooder’ refers to a person who deviates from the majority in terms of behavior, because of their morality. A combination of moral and dominance personality traits in a person have been linked to an increased level of moral self-righteousness and dislike by perceivers, and research suggests that the most generous can be punished more than those less generous.
One possible reason for do-gooder derogation is ‘anticipated moral reproach.’ This describes a threat to one’s moral standing and to their sense of self-worth. Research suggests that since people are highly sensitive to any criticism or challenge to their morals, they are more likely to put down the source of this ‘threat.’
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The Daily Omnivore 