Using self-control during decision-making is critical to making choices that align with our broader goals. Nonetheless, conceptualizations of self-control differ dramatically across the literature, making it especially challenging to understand how self-control is implemented in choice behavior and related neural circuits. This chapter focuses on a subset of choice behavior in which individuals decide between options that satisfy distinct goals, specifically in the domain of dietary choice. The chapter first reviews neuroeconomic work that reveals a role for the ventral and lateral prefrontal cortex in self-control decisions, before highlighting studies that aim to parse how these brain regions selectively contribute to these decisions. It further examines factors that determine the success of self-control exertion and discusses different theories that explain the mechanistic role of self-control in decision-making. Finally, this chapter reviews how costs associated with exerting control play a crucial role in whether control is successfully used during decision-making and highlights ways in which neuroeconomic research can motivate future work to gain a more precise understanding of the neural and computational underpinnings of self-control decisions.