What I found, the hard way, is that all of those people I refused to help badmouthed me behind my back, and I got a reputation for being unhelpful (which was fair, because I was!). Come review time, all of this negative feedback was a big topic of conversation.
Finally I got the hint and did a complete 180 - if somebody asked for my help, at any time, I dropped everything and focused on helping them. I fell behind on what I was "supposed" to be doing, but I also kept close track of where the interruptions were coming from, just in case.
Now, come review time, my boss didn't even seem to care that I never met any of my goals, and talked on and on about what a great reputation I had. One boss after another, consistently, every time.