Introduction Choice and reward are two prevailing motivational mechanisms. However, previous studies have found differing results regarding their effects. According to the literature, several factors including task and contextual characteristics can influence their effects. In line with motivational congruence theory (MCT), this study examines the effect of these motivational mechanisms in a controlling context, characterized by an attention-demanding memory test. Methods This study uses a lab experiment to examine the direct effect of performance-contingent rewards and choice and their indirect effect through visual attention on overall motivation and performance. In total, 270 individuals participated in a laboratory experiment with a 3 (choice: no-choice, choice, and control) × 3 (performance-contingent reward: control, non-salient, and salient) factorial design. Participants were randomly assigned to one of the experimental conditions. Choice and reward were manipulated based on the literature. Visual attention was measured using an eye-tracking technique. Overall motivation and performance were measured by time spent on the memory test and number of correct answers in the test. Results The results support the hypotheses. Both salient and non-salient rewards increased overall motivation and performance, whereas choice had no significant effect. In addition, visual attention towards the reward-related stimuli mediated the effect of both reward types on overall motivation and performance. Discussion The results align with MCT's predictions and elaborate on the cognitive mechanisms (i.e., visual attention) that underlie motivation and performance. They highlight the cognitive and behavioral effects of non-salient and salient rewards in strengthening motivation and performance in a controlling context.