A fixing device includes a heat generator being disposed inside a loop formed by a rotator and including a heat generating portion to radiate radiant heat. A reflector is disposed inside the loop formed by the rotator and includes a reflection face to reflect the radiant heat radiated from the heat generator toward the rotator. A support supports the reflector. A holder holds each lateral end of the support in a longitudinal direction of the support, which is perpendicular to the rotation direction of the rotator. A fastener attaches the reflector to the support at an attachment position disposed at each lateral end of the reflector in a longitudinal direction of the reflector. The attachment position is disposed outboard from a lateral edge of the heat generating portion of the heat generator and disposed inboard from the holder in the longitudinal direction of the reflector.