Provided are an imaging device and a control method and control program therefor, with which it is possible for a user to use a first-win process and a late-win process properly for setup items whichare in an exclusive relationship. When a user sets an imaging condition setup rule on the basis of a setup menu (M), the user selects a setup item for the imaging condition setup rule from a pluralityof setup items. When a setup item for the imaging condition setup rule is selected, a selection candidate list for the imaging condition setup rule comprising selection candidates 'all first-win', 'all late-win', and 'mixed' is displayed. When 'all first-win' is selected, a first-win processing unit is executed in all combinations of two setup items. When 'all late-win' is selected, a late-win processing unit is executed in all combinations of two setup items. Meanwhile, when 'mixed' is selected, a mixed state is entered in which a combination for which the first-win processing unit is executed and a combination for which the late-win processing unit is executed are mixed.