Best known for their use as bulk materials, polymers when used in small amounts as rheology modifiers can convert simple fluids to high-performance materials. Such additives have found use in paints and coatings, fuels and lubricating oils, cosmetics and personal care products, and food. This 20-chapter book presents a strong mix of industrial and academic contributions that cover rheological concepts, gels and latices, associating polymers, polymer-polymer and
polymer-solvent interactions, and deformation-related orientations.