Task demands can differentially engage two fundamental attention components: selectivity (spatial bias) and effort (total nonselective attentional intensity). The relative contributions and interactions of these components in modulating neuronal signals remain unknown. We recorded V4 neurons while monkeys’ spatially selective attention and effort were independently controlled by adjusting either task difficulty or reward size at two locations. Neurons were robustly modulated by either selective attention or effort. Notably, increasing overall effort to improve performance at a distant site reduced neuronal responses even when performance was unchanged for receptive field stimuli. This interaction between attentional selectivity and effort was evident in single-trial spiking and can be explained by divisive normalization of spatially distributed behavioral performance at the single-neuron level. Changing motivation using task difficulty or reward produced indistinguishable effects. These results provide a cellular-level mechanism of how attention components integrate to modulate sensory processing in different motivational contexts.