Scunthorpe boss Brian Laws blasted his team's second-half display after they were torn apart in a 4-0 defeat at promotion-chasing Doncaster.
Rovers grabbed the lead following an own goal blunder when Christian Ribeiro chested the ball into his own net under pressure from Martin Woods and David Cotterill fired home after on-loan goalkeeper Steve Mildenhall had palmed a cross from Iain Hume straight to his feet.
Rovers' skipper and former Iron defender Rob Jones made it 3-0 with a towering header following a 62nd-minute corner and Billy Paynter added the fourth with a cracking 20-yard shot a couple of minutes later.
Laws said "It's a local derby and in games like that you have to show some pride and passion. I didn't see it from us in the second half.
"In the first half we were ok without having a cutting edge and you can't legislate for the first goal, which was an own goal and an horrendous mistake. We've given them a goal and that's when you have to roll your sleeves up and fight back.
"But we didn't do that. We just gave them another goal 40 seconds into the second half and then heads went down and players went hiding."
It could have been worse for the visitors who had lucky escapes when Chris Brown and Paynter had efforts cleared off the goalline and Mildenhall made a reflex save from Dave Syers in the closing stages.
Rovers' boss Dean Saunders said: "I'm pleased with the way we are progressing. We played really well and could have scored 10.
"We hadn't put together a team just before the start of the season and I told the players if we could keep churning results out while they were gelling together we would be alright.
"We worked on organisation and defence and it's starting to come together at the other end of the pitch as well."