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Rheological properties of mixtures of hydroxypropylmethyl cellulose (HPMC), a nonionic associative cellulose ether, and sodium dodecylsulfate (SDS), an anionic surfactant, were investigated by viscosity measurements performed at different shear rates (0.1-6000 s-1). HPMC/SDS mixtures containing different concentrations of SDS (CSDS=0.00-3.50 % w/w) and HPMC concentrations which corresponded to the overlap parameter c/c*=3, 6, and 12 were prepared. All HPMC/SDS mixtures were found to be shear-thinning when examined in a low-end-to mid-range of the applied shear rates. The degree of shear-thinning, n, and viscosity of the mixtures were influenced by composition of HPMC/SDS mixtures and HPMC-SDS complex formation. The changes in n ranged from values typical for highly shear thinning to almost perfectly Newtonian liquids, and were more pronounced as c/c* was increased from 3 to 6 and 12. A change in flow profile and a buildup of the first normal stress difference (N1) was observed in HPMC/SDS mixtures with c/c*=6 and 12 and CSDS 0.55-1.00 % and 0.55-2.50 %, respectively, when a critical shear rate, crit. was exceeded, suggesting that a shear-induced structure formation in the mixtures took place. [Projekat Ministartsva nauke Republike Srbije, br. Grant III 46010]