The viscoelastic behavior of a series of three pyrene-labeled hydrophobically modified alkali swellable emulsion copolymers (Py-HASEs) was investigated. All Py-HASEs thickened the aqueous solutions with viscosities orders of magnitude larger than that of a HASE control which displayed no pyrene hydrophobe. This fact demonstrated that the pyrene molecule is a good hydrophobe for associative thickeners such as HASEs. The Py-HASE solutions exhibited shear thinning, whose magnitude was found to increase with increasing pyrene content. A large shear-thinning effect indicates that a large fraction of the elastically active cross-links has been severed. Fluorescence measurements on the Py-HASEs confirmed that the smaller the pyrene content of the Py-HASE, the more intermolecular associations it formed, in agreement with the results obtained by theology. Above the overlap concentration of the polymers, the zero-shear viscosity of the Py-HASE solutions increased steeply with increasing polymer concentration. The onset concentration where viscosity increases matches the onset concentration where intermolecular associations are being formed, as probed by fluorescence. Oscillatory rheological measurements were carried out to determine the terminal relaxation time, T-d, and the storage modulus at the infinite time limit, Go, of the Py-HASE network. Go was found to increase with decreasing pyrene contents, indicating that Py-HASEs with lower pyrene contents exhibited a higher density of elastically active chains. This result is in agreement with the trends obtained by the fluorescence and steady-state rheology measurements. A model is suggested that accounts for the fluorescence and rheology results.