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I think it comes down to what they perceive anime to be -- they could think it's just Yugioh and Pokemon still, for example. And then of course there are the otaku that just can't keep their fandom to themselves around people that couldn't care less about it.
Also the biggest perception issue -- a decent chunk of people I've met or seen in clubs have some moderate social issues to begin with ... where anime is probably a type of release or haven for them. So those people have some social stigma amongst others to start with.
What you watch can be part of it too, of course. I'm sure theres plenty of people that watch something like Shugo Chara lets say, that would be embarassed admitting/people seeing them watching it that wasn't also an anime fan.
I basically keep my fandom to myself in public, unless it's someone else I know that watches some shows. Or at most I will ask them if they watch any anime and leave it at that if they say no.
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