An ultrasound diagnostic apparatus is provided. The ultrasound diagnostic apparatus includes a physical quantity data generating unit configured to generate physical quantity data by calculating a physical quantity related to elasticity of parts in a living tissue based on an echo signal obtained by transmission and reception of an ultrasound wave to and from the living tissue, an elasticity image data generating unit configured to generate elasticity image data including information indicative of a display form corresponding to the calculated physical quantity, and a display unit configured to display an elasticity image generated based on the elasticity image data and having a display form corresponding to the physical quantity, wherein the elasticity image is generated based on physical quantity data for a plurality of frames within a predetermined time period having a length that includes a plurality of heartbeats.
