From BPS Research Digest:
When you picture a feminist or an environmental campaigner, what kind of a person do you think of? If you’re like the US and Canadian participants in this new paper, then you’ll have in mind an eccentric, militant, unhygienic person. Nadia Bashir and her colleagues say this commonly held stereotype of an activist is partly responsible for the sluggishness of social change. Large sections of the public agree with activists’ messages, but are put off by not wanting to affiliate themselves with the kind of person they think makes an activist.
…The findings have obvious real-life implications for activists. “…. seemingly zealous dedication to a social cause may backfire and elicit unfavourable reactions from others,” the researchers said. “… [T]he very individuals who are most actively engaged in promoting social change may inadvertently alienate members of the public and reduce pro-change motivation.”
Writers take note. There is more, including a link to the original research, here.