A fixing device includes a metal thermal conductor provided inside a loop formed by a fixing rotary body to heat the fixing rotary body; a heater provided inside the metal thermal conductor to heat the metal thermal conductor; a pad support provided inside the metal thermal conductor; and a reflector provided between the heater and the pad support to reflect heat emitted by the heater thereto toward an inner circumferential surface of the metal thermal conductor. The reflector includes a center reflection portion provided at a center of the reflector in a longitudinal direction thereof and a plurality of end reflection portions provided at respective lateral ends of the reflector. A plurality of reflector moving assemblies is connected to the plurality of end reflection portions of the reflector, respectively, to tilt the plurality of end reflection portions toward the center reflection portion.