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.
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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Research
Publications
Kassirer, Samantha, and Maferima Touré-Tillery (forthcoming), “Giving Time or Money: Which Altruism Feels More Effective?” Marketing Letters
Wang, Lili and Maferima Toure-Tillery (forthcoming), “Cardio with Mr. Treadmill: How Anthropomorphizing the Means of Goal Pursuit Increases Motivation,” Journal of Marketing.
Wang, Jiaqian Jane and Maferima Touré-Tillery (2024), “Unclearly Immoral: Low Self-Concept Clarity Increases Moral Disengagement,” Journal of Experimental Psychology: General
Gamlin, Jessica and Maferima Touré-Tillery (2024), “The Bad-Influencer Effect: Indulgence Undermines Social Connection,” Journal of the Academy of Marketing Science
Touré-Tillery, Maferima and Jessica Gamlin (2023), “The Interplay between Goal Systems and Identities” in Exploration in Goal Systems, eds. Arie W. Kruglanski; Ayelet Fishbach; Catalina Kopetz, Oxford, UK: Oxford University Press.
Gamlin, Jessica and Maferima Touré-Tillery (2023), “Consumer Goals and Motivation,” in Cambridge Handbook of Consumer Psychology (2nd Edition), eds. Cait Lamberton; Derek Rucker; Stephen A. Spiller, Cambridge, UK: Cambridge University Press.
