Scattering and rheological experiments were carried out on hydrophobically modified alkali-soluble emulsion solutions at pH similar to 7.3 as a function of the polymer concentration. The light scattering experiments revealed the existence of a liquidlike order for concentrations below approximately 0.1x10(-2) g cm(-3) corresponding approximately to the close packing of microgels particles. Above this concentration, the zero-shear viscosity rose sharply, whereas the ordering disappeared progressively. The results are discussed within the framework of gelation models of associating polymers. Diffusing wave spectroscopy experiments provided estimates of the high-frequency modulus.