Extant research has suggested that social exclusion could either increase or decrease consumers' subsequent self‐regulatory food choice. From the novel perspective of Active‐Self Account Theory, current research develops a theoretical framework to resolve the conflicting views by introducing individuals' time orientation as an important boundary condition. Our findings from 2 studies demonstrate that (a) when focused on the present, excluded (vs. included) individuals tend to exert less food self‐regulation; and (b) when focused on the future, excluded (vs. included) individuals are inclined to exhibit more food self‐regulation. Moreover, these effects are driven by self‐discipline. We discuss how our findings promote understanding of when and why social exclusion may boost or undermine food self‐regulation, and provide practical implications for food marketing.