Motoric inhibition is ingrained in human cognition and implicated in pervasive neurological diseases and disorders. The present electroencephalographic (EEG) study investigated proactive motivational adjustments in attention during response inhibition. We compared go-trial data from a stop-signal task, in which infrequently presented stop-signals required response cancellation without extrinsic incentives ("standard-stop"), to data where a monetary reward was posted on some stop-signals ("rewarded-stop"). A novel EEG analysis was used to directly model the covariation between response time and the attention-related N1 component. A positive relationship between response time and N1 amplitudes was found in the standard-stop context, but not in the rewarded-stop context. Simultaneously, average go-trial N1 amplitudes were larger in the rewarded-stop context. This suggests that down-regulation of go-signal-directed attention is dynamically adjusted in the standard-stop trials, but is overridden by a more generalized increase in attention in reward-motivated trials. Further, a diffusion process model indicated that behavior between contexts was the result of partially opposing evidence accumulation processes. Together these analyses suggest that response inhibition relies on dynamic and flexible proactive adjustments of low-level processes and that contextual changes can alter their interplay. This could prove to have ramifications for clinical disorders involving deficient response inhibition and impulsivity.