Many companies have operated a customer reward program for building up positive relationships with customers, so many researches have examined its effect. Most of the studies about reward programs investigated the impact of some key variables on consumers’ attitude such as the type of rewards, the presentation method, and the timing of the reward. However, this study focused on the relationship between products and rewards. Specifically, we expected that priming of balancing or highlighting strategy would influence consumer evaluation of rewards. When, for instance, the main product of a company was a virtue product, the evaluation of the virtue rewards was expected to be higher than that of the vice reward under the priming of highlighting, but it was expected to be reversed under the priming of balancing. The results of the analysis show that our expectation was supported when the main product was a virtue. When the main product was a vice, the evaluation of the virtue rewards was higher than that of the vice reward under the priming of balancing, but there was no difference between virtue and vice rewards under the priming of highlighting, so it was partially supported. The results and implications were discussed.