Rima Toure-Tillery
Rima Toure-Tillery

Assistant Professor of Marketing

Print Overview

Rima Touré-Tillery joined the marketing faculty at the Kellogg School of Management in 2013 as the Donald P. Jacobs Scholar and Assistant Professor of Marketing. Professor Touré-Tillery holds a PhD from the University of Chicago, an MBA from the University of Notre Dame, and has prior professional experience in the commercial lending industry as a financial analyst, marketing manager and marketing director.

Professor Touré-Tillery’s research is at the intersection of motivation and self-perception, with implications for marketers, managers, educators, and public policy makers. She uses experimental and survey methods to examine two key drivers of motivation: (a) the perception of self-diagnosticity—the extent to which people believe an action is indicative of the type of person they are, and (b) the illusion of impact—the extent to which people believe an action contributes to the attainment of their goal. Her research investigates a wide range of self-regulatory behaviors, such as charitable giving, ethical consumption, healthy eating, saving, voting, and cheating.

Professor Touré-Tillery’s work has produced peer-reviewed articles in top marketing and psychology journals such as the Journal of Personality and Social Psychology, the Journal of Marketing, and the Journal of Experimental Psychology: General. Additionally, several media outlets have featured her research findings, including The Wall Street Journal, The Hill, Chicago Magazine, The New Yorker, and The Boston Globe.


Professor Toure-Tillery's featured in Kellogg Insight:

Article: How Much Do You Trust a Talking Raisin?

Article: A 10:30 Cupcake? Don't Mind If I Do

Areas of Expertise
Consumer Behavior
Prosocial Behavior

Print Vita
PhD, 2013, Marketing, Booth School of Business, The University of Chicago
MBA, 2004, Mendoza College of Business, The University of Notre Dame, Cum Laude
BSc, 2001, Aeronautical Science, Air Traffic Control College, Air Traffic Control College

Academic Positions
Assistant Professor, Marketing Department, Kellogg School of Management, Northwestern University, 2013-present

Print Research
Research Interests

Consumer behavior, self- diagnosticity, illusion of impact, motivation, prosocial behavior, ethical behavior, social inference.

Toure-Tillery, Rima and Ayelet Fishbach. 2018. Three Sources of Motivation. Consumer Psychology Review. 1(1): 123-134.
Toure-Tillery, Rima and Ayelet Fishbach. 2017. Too Far to Help: The Effect of Perceived Distance on the Expected Impact and Likelihood of Charitable Action. Journal of Personality and Social Psychology. 112(6): 860-876.
Toure-Tillery, Rima and Ayelet Fishbach. 2015. It Was(n't) Me: Exercising Restraint When Choices Appear Self-Diagnostic. Journal of Personality and Social Psychology. 109(6): 1117-1131.
Toure-Tillery, Rima and Ann McGill. 2015. Who or What to Believe: Trust and the Differential Persuasiveness of Human and Anthropomorphized Messengers. Journal of Marketing. 79(4): 94-110.
Toure-Tillery, Rima and Ayelet Fishbach. 2014. How to Measure of Motivation: A Guide for the Experimental Social Psychologist. Social and Personality Psychology Compass. 8(7): 328-341.
Toure-Tillery, Rima and Ayelet Fishbach. 2012. The End Justifies the Means, but Only in the Middle. Journal of Experimental Psychology: General. 141(3): 570-583.
Toure-Tillery, Rima and Ayelet Fishbach. 2011. The Course of Motivation. Journal of Consumer Psychology. 21(4): 414-423.
Book Chapters
Fishbach, Ayelet and Rima Toure-Tillery. 2013. "Motives and Goals." In Noba Textbook Series: Psychology, edited by R. Biswas-Diener & E. Diener, Champaign, IL: DEF Publishers.

Print Teaching
Full-Time / Evening & Weekend MBA
Marketing Research and Analytics (MKTG-450-0)
The broad objective of this course is to provide a fundamental understanding of marketing research methods employed by well-managed firms. The course focuses on integrating problem formulation, research design, questionnaire construction, sampling, data collection and data analysis to yield the most valuable information. The course also examines the proper use of statistical applications as well as qualitative methods, with an emphasis on the interpretation and use of results.

Field Study (MKTG-498-0)
Field Studies include those opportunities outside of the regular curriculum in which a student is working with an outside company or non-profit organization to address a real-world business challenge for course credit under the oversight of a faculty member.

Marketing Research and Analytics (MKTGM-450-0)