The rheological characterization of a number of industrial and consume
r fluids is considered. Experimental measurements of the fluid's linea
r viscoelastic, non-linear viscoelastic and steady shear response are
presented. A model originally developed for the description of polymer
melts is then extended to test its applicability on an associative th
ickener, shampoo, a liquid crystalline polymer, tomato ketchup, an oil
-based paint, and a kaolinite slurry. The oscillatory linear viscoelas
tic data are fitted to a discrete set of Maxwell elements and the non-
linear step-strain data to a Wagner-type damping function. A factored
time and strain dependent constitutive equation is then found in gener
al to predict adequately the non-linear steady shear response. The rhe
ological scheme has useful potential both for characterization and num
erical prediction of engineering and processing flows.