Expected reward is known to affect planning strategies through modulation of movement vigor. Strikingly, although current theories suggest that movement planning consists in selecting a goal-directed control policy, the influence of reward on feedback control strategies remains unknown. Here we investigated this question in three human reaching experiments. First, we varied the explicit reward associated with the goal target and found an overall increase in movement vigor for higher reward targets, highlighted by larger velocities, feedback responses to external loads, and background muscle activity. Then, assuming that larger feedback gains were used to reject perturbations, we sought to investigate whether this effect hindered online decisions to switch to a new target in the presence of multiple successful goals. We indeed observed idiosyncratic switching strategies dependent on both target rewards and movement vigor, such that the more vigorous movements were less likely to switch to a new goal following perturbations. To gain further insight into a causal influence of movement vigor on rapid motor decisions, we demonstrated that biasing the baseline activity and reflex gains by means of a background load evoked a larger proportion of target switches in the direction opposite to the background load associated with lower muscle activity. Our results highlight the competition between movement vigor and flexibility to switch target during movement.