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Traditionally, self-control has been conceptualized as the effortful overcoming of desires in order to enact goal-consistent behavior. Several researchers have suggested that instead, self-control is effortless, as individuals with high self-control experience less intense desire that conflicts with valued goals. The current study tested whether the relationship between trait self-control and snack intake was mediated by desire strength, or whether those with higher trait self-control were better able to overcome desire to indulge in unhealthy food, controlling for aspects of the food environment and goal motivation. A sample of women with the goal of eating healthily for weight management ( N = 134) completed a lab-based assessment of snack food consumption and self-report measures of desire strength and trait self-control (generic self-control, and both inhibitory and initiatory subcomponents). As expected, desire strength mediated the relationship between generic self-control and intake, such that higher self-control was related to lower snack intake indirectly via lower desire strength. The relationship between desire and intake was consistent across self-control levels. The same pattern of results emerged for both inhibitory and initiatory self-control. These findings support the contemporary conceptualization of self-control as being effortless due to the reduced strength of unhealthy desires. [ABSTRACT FROM AUTHOR]