In general, when a user views an image displayed on a display apparatus, visual environments, such as ambient brightness, a distance from the user to the display apparatus and so on, may disadvantageously cause the image displayed on the display apparatus to become difficult to view. Moreover, it is complicated and troublesome for the user to enter information of ambient light amount and others when setting a picture quality. An image display apparatus holds both question constituent information related to visual environments and choice information serving as answers to questions constituted by the question constituent information, and further holds a plurality of picture quality control rules suitable for visual environments assumed in accordance with the choice information serving as the answers. When sensing a power-up, the image display apparatus outputs the questions; acquires result information that is choices serving as answers from the user to those questions and that is used to acquire the picture quality control rules; and controls the picture quality in accordance with the picture quality control rules acquired in accordance with the result information.