Stimuli associated with rewards can acquire the ability to capture our attention independently of our goals and intentions. Here, we examined whether attentional prioritisation of reward-related cues is sensitive to changes in the value of the reward itself. To this end, we incorporated an instructed outcome devaluation (Experiment 1a), “super-valuation” (Experiment 1b), or value switch (Experiment 2) into a visual search task, using eye-tracking to examine attentional prioritisation of stimuli signalling high- and low-value rewards. In Experiments 1a and 1b, we found that prioritisation of high- and low-value stimuli was insensitive to devaluation of a previously high-value outcome, and super-valuation of a previously low-value outcome, even when participants were provided with further experience of receiving that outcome. In Experiment 2, following a value-switch manipulation, we found that prioritisation of a high-value stimulus could not be overcome with knowledge of the new values of outcomes alone. Only when provided with further experience of receiving the outcomes did patterns of attentional prioritisation of high- and low-value stimuli switch, in line with the updated values of the outcomes they signalled. To reconcile these findings, we suggest that participants were motivated to engage in effortful updating of attentional control settings when there was a relative difference between reward values at test (Experiment 2) but that previous settings were allowed to persist when both outcomes had the same value at test (Experiments 1a and 1b). These findings provide a novel framework to further understand the role of cognitive control in driving reward-modulated attention and behaviour.