Humans can up- or downregulate the degree to which they rely on task information for goal directed behaviour, a process often referred to as cognitive control. Adjustments in cognitive control are traditionally studied in response to experienced or expected task-rule conflict. However, recent theories suggest that people can also learn to adapt control settings through reinforcement. Across three preregistered task switching experiments (n=415), we selectively rewarded correct performance on trials with either more (incongruent) or less (congruent) task-rule conflict. Results confirmed the hypothesis that people rewarded more on incongruent trials showed smaller task-rule congruency effects, thus optimally adapting their control settings to the reward scheme. Using drift diffusion modelling, we further show that this reinforcement of cognitive control may occur through conflict-dependent within-trial adjustments of response thresholds after conflict detection. Together, our findings suggest that, while people remain more efficient at learning stimulus-response associations through rewards, they can similarly learn cognitive control strategies through reinforcement.