An ultrasound diagnosis apparatus is configured to generate an ultrasound image based on an ultrasound signal obtained by an ultrasound probe having an ultrasound transducer that transmits ultrasound to a subject and receives the ultrasound reflected from the subject. The apparatus includes: an analysis unit that analyzes a frequency of the ultrasound signal to calculate a frequency spectrum of the ultrasound signal for each reception depth； a calculation unit that calculates, in a predetermined order, a distance change rate and a frequency change rate in the frequency spectrum or in a function defined by using the frequency spectrum, to calculate a second-order change rate of the frequency spectrum or of the function； and an estimation unit that estimates an attenuation rate of the ultrasound signal, per unit distance and per unit frequency, in a predetermined region within a scanning region of the ultrasound transducer using the second-order change rate.
