shear thinning

Also contains definition of: shear thickening

If viscosity is a univalued function of the rate of shear, a decrease of the viscosity with increasing rate of shear is called shear thinning, and an increase of the viscosity shear thickening.
PAC, 1979, 51, 1213 (Manual of symbols and terminology for physicochemical quantities and units. Appendix II: Definitions, terminology and symbols in colloid and surface chemistry. Part 1.13. Selected definitions, terminology and symbols for rheological properties) on page 1217