A rollback in a non-production environment should be celebrated as preventing a rollback scenario in the production environment. It means that your pre-production environments have justified their existence!

Both deployments and rollbacks should be rehearsed.

Yes we always kick ourselves when things don't work perfectly first time. Its a matter of professional pride after all.

If it is people feeling sheepish and embarrassed over having to do a rollback that is a good thing. You are working with people with a good attitude.

If it is people feeling "oh well it doesn't matter, it's not production" then that is a bad attitude.