The order-disorder conformational transition Of K-carrageenan, induced by both electrolyte and temperature, was found to give rise to significantly different theological properties under shear flow, extensional flow, and small deformation oscillation regimes. Shear flow displayed only shear thinning or Newtonian behavior, depending of the chain conformation. A larger range of properties was observed in elongational flow. Strain-thinning behavior was observed in the ordered conformation while strain thickening occurred in the disordered conformation. These results are discussed as a function of the chain conformation.