When the mode is set to a strobe consecutive shooting mode, an imaging apparatus sets the mode to a pixel addition drive mode for reading out image data using pixel addition drive (S7), performs metering operation using preliminary flashing (S8) and calculates an appropriate amount of flashing on the basis of the metering operation (S9). Next, the imaging apparatus judges whether or not it is possible to flash three times consecutively with the calculated amount of flashing (S10). If it is judged that it is not possible to flash three times consecutively with the calculated amount of flashing (NO in S10), the imaging apparatus limits the amount of flashing to the largest amount of flashing within the range of amounts of flashing with which flashing of strobe light three times consecutively is possible (S11), and performs strobe consecutive shooting with the limited amount of flashing (S13 to S17).