An apparatus includes a first acquisition unit acquiring head position information indicating a users head movement, a second acquisition unit acquiring stimulus information relating to a stimulus input to visual and vestibular sense. A generation unit that generates sound data of sound effect generating movement of a body which reduces sickness based on the head position information and the stimulus information, and calculates a variation amount of the users head position based on the head position information, calculates an estimation amount for a magnitude of the stimulus input to at least any one of visual and vestibular sense based on the stimulus information, calculates sickness feeling intensity based on the variation amount and the estimation amount, calculates a reduction amount for calculating a feature amount of the sound data based on the sickness feeling intensity, and calculates a feature amount of the sound data based on the reduction amount.
