This research distinguishes two types of presentations of a loyalty program - vertical vs. horizontal presentation - and investigates how customers perceive the difference, focusing on the perceived pride to the loyalty program and their attitudes toward the company. Study 1 examined the main effect of presentation type on customers’ perceived pride. The results showed that customers in the upper classes were more aware of their pride to the loyalty program in vertical expression than horizontal expression even in the same class. Study 2 further identified the situations in which customers’ classes were elevated or demoted and tested the interaction effect between presentation type and customer situation. The results confirmed this two-way interaction and suggested that the vertical expression (vs. horizontal expression) led more favorable attitudes toward the company in the case of elevation. However, in the case of demotion, the two types of presentation did not vary. This research contributes to the existing literature on loyalty program by identifying a very important factor – the way of presenting a loyalty program. We believe the results of the current research are also practically meaningful by providing specific guidelines to companies with respect to how to present customers’ status in their loyalty programs in order to maximize customer satisfaction.