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.