Embodiments in accordance with the current invention encompass a fixing device that includes an endless heat generating section including a conductive layer, a magnetic-flux generating section configured to generate a magnetic flux and generate an induction current in the conduction layer, a first magnetic-flux regulating section having a first magnetic flux concentration force and configured to regulate the magnetic flux of the magnetic flux generating section, a second magnetic-flux regulating section arranged adjacent to the first magnetic-flux regulating section, having a second magnetic flux concentration force larger than the first magnetic flux concentration force, and configured to regulate the magnetic flux of the magnetic-flux generating section, and an auxiliary heat generating section including a magnetic body arranged in a position opposed to the magnetic-flux generating section via the heat generating section, the position being a region extending across the first magnetic-flux regulating section and the second magnetic-flux regulating section.