Gain modulation of neuronal responses is widely observed in the cerebral cortex of both anesthetized and behaving animals. Does this multiplicative effect on neuronal tuning curves require underlying multiplicative mechanisms of integration? We compare the effects of a divisive mechanism of inhibition (noisy excitatory and inhibitory synaptic inputs) with the effects of two subtractive mechanisms (shunting conductance and hyperpolarizing current) on the tuning curves of a model cortical neuron. We find that while the effects of subtractive inhibition can appear nonlinear, they are accompanied by a change in response threshold and are best described as a vertical shift along the response-axis. Increasing noisy synaptic activity divisively scales the model responses, reproducing a response-gain control effect. When mutual inhibition between subpopulations of local neurons is included, the model exhibits a gain modulation effect that is better described as input-gain control. We apply these findings to experimental data by examining how noisy synaptic input may underlie divisive surround suppression and attention-driven gain modulation of neuronal responses in the visual system.