Considerable research in dieting has examined the goal priming effect that promotes successful dieting. However, priming literature found that the process of which priming is led to behaviors involves not only the priming construct itself but the momentary self-concept activated by the priming. Based on this notion, studies examined whether the active self-concept as an “unsuccessful dieter” or “successful dieter” determines the priming-to-behavior effect in dieting. Study 1 used contexts of the prime as manipulation for participants’ active-self following the prime and measured their chronic self-concept in dieting (rated on the Perceived Self-Regulation Success [PSRS] in dieting scale) as a moderator. The result supported the active-self account for the effect of the dieting prime. The interaction of the PSRS scores and the priming contexts was found in the dieting behavior of participants. Participants whose chronic self-concept in dieting is unsuccessful (the low PSRS) showed the goal-congruent priming effect only in the condition where the priming context reminded them of their self-concept in favor of dieting success. In the context where their dieting failure in the past became salient, however, the participants with the low PSRS were more likely to succumb to tempting food. In contrast, eating behaviors of the high PSRS participants were independent of the contexts. Study 2 tested a possible mechanism from the active-self to the behaviors. It is concluded that the active-self operates in the priming process by influencing anticipatory thoughts rather than automatic responses toward foods. The implications for understanding repeated dieting failures and designing practical interventions to help dieters are discussed.