A fixing device thermally fixing an unfixed image by pressing a recording sheet against a heating rotating body using a resistance heating element as a heat source, comprising: a temperature monitoring unit monitoring temperature in a sheet passing region and in a non-sheet passing region of the heating rotating body; a power supply unit supplying power to the resistance heating element so that the temperature in the sheet passing region is maintained at a target temperature during thermal fixing; a cooling unit cooling the non-sheet passing region; and a control unit controlling cooling so that (i) electrical resistivity of the resistance heating element is lower in a region corresponding to the non-sheet passing region than in a region corresponding to the sheet passing region and (ii) an absolute value of a temperature difference between the sheet passing region and the non-sheet passing region does not exceed an allowable temperature difference.