31. Many of the models used to simulate fibers were developed by researchers in the field of rheology . 32. In 1946 he joined Shell Refining and Marketing Company to work on the rheology of lubricating greases. 33. Rheology modifiers are based on inverse emulsion thickening agents for skin care formulations and hair combing creams.34. In 2000, his work was recognized with the Society of Rheology Publication of the Year Award. 35. Food rheology is important in the manufacture and processing of food products, such as cheese and gelato. 36. The main reason hydrocolloids are used in foods is their capability to modify the rheology of food systems. 37. MFI additionally does not take account of long chain branching nor the differences between shear and elongational rheology . 38. During this period he published 30 papers on rheology and patents on duplicating as well as a book. 39. The rheology of the layers being folded determines characteristic features of the folds that are measured in the field. 40. Other applications are the rheology of soft matter, and studies of force-regulated processes in living cells.