Despite the importance of emotions for learning and performance of future behaviors, few studies have attempted to qualitatively describe emotions that arise in response to self-control successes and failures. This study is the first qualitative analysis to examine the complexity of goals that give rise to self-control challenges of two types—initiation and inhibition—and the emotions that follow success and failure experiences. Thematic analysis revealed a sometimes blurred line between inhibition and initiation, and a variety of goals that challenge views that (...) successful self-control is good and unsuccessful self-control is bad. Descriptions of self-control challenges and resulting experiences further uncovered distinctions and apparent emotional profiles characteristic of self-control dilemmas involving inhibition or initiation, suggesting that these two forms of self-control are not only theoretically but also experientially distinct. (shrink)