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.