Rima Touré-Tillery
Associate Professor of Marketing
Rima Touré-Tillery is an Associate Professor of Marketing at the Kellogg School of Management at Northwestern University. She studies the role of the self in motivation, examining how people's beliefs about who they are shape decisions related to generosity, health, ethics, and self-control.
Her research investigates the psychological processes through which consumers pursue valued goals and engage in virtuous behaviors, from charitable giving and healthy eating to disease prevention and ethical conduct. Using laboratory, online, and field experiments, she explores questions with implications for business, public policy, and consumer well-being.
Research
This main line of research examines how the self-concept shapes behavior—guiding motivation and self-regulation, influencing moral and prosocial conduct, and driving defensive or self-protective responses when the self is threatened.
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This research stream examines how people’s desire to maintain a positive self-concept shapes motivation, goal pursuit, self-control, and consumer choice.
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This research stream examines how the self-concept—and the desire to preserve its integrity—influences moral judgment, prosocial action, and virtuous behavior.
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This research stream examines how consumers respond to threats to their self-concept, including threats associated with stigmatized identities, personalized feedback, and illness.
Publications
