<p>Restrained eating is a widespread but often unsuccessful eating regulation behavior. Restrained eaters chronically experience conflicts between eating enjoyment and weight control goals. Among them, successful restrained eaters (SREs) typically adhere to their weight control goal, while unsuccessful restrained eaters (UREs) exhibit paradoxical overeating patterns. However, the underlying reward mechanisms remain unclear. Given the potential dissociation between hedonic liking and motivational wanting in food reward, goal conflicts may modulate eating regulation through differential engagement of these reward components. Yet, the extant literature has not examined how these distinct reward components operate in conflict situations. This study adopted a 2 × 2 × 3 mixed factorial design. The three factors included Group (SREs vs. UREs), Task type (Liking vs. Wanting), and Conflict condition (food image only [F]; food image with food name [FF]; food image with diet/weight-related words [FD]). We examined reward responses to high-calorie foods under goal conflict among young women (SREs: <i>n</i> = 30; UREs: <i>n</i> = 34). Results showed that SREs exhibited significantly lower wanting ratings than UREs in the F and FF conditions, whereas no group differences emerged in hedonic liking. This dissociation was not observed in the FD condition. These findings suggest that SREs can suppress motivational wanting for high-calorie foods under high-conflict condition (i.e., FD), while UREs show regulatory deficits in low-conflict conditions (F and FF). Dysregulation within the motivational reward system may thus constitute a critical factor in restrained eating failure among young women.</p>