Evolution of the complex viscosity of pastes of PVC‐VA (vinyl chloride‐vinyl acetate copolymer) plasticized with different commercial plasticizers has been studied. Knowledge of the rheological behavior of the formulations allows for better understanding of the gelation and fusion processes. Twenty commercial plasticizers of different types and with different functional groups have been studied and are grouped into five families: phthalate esters with linear chains, phthalate esters with branched chains, adipates (normal and polymeric), citrates, and rest of the plasticizers (carboxylates, alkylsulfonates, and pentaerythritol ester derivatives). Interesting relationships among the observed rheologies and the nature and molecular weight of the plasticizer have been observed. The evolution of the complex viscosity with temperature—at the temperatures where the blowing agents normally used in PVC plastisol foaming processes generate the main amount of gas—has been newly discussed with regard to the chemical structure and molecular weight of all of the plasticizers used. It was found that several different dynamic processes must be synchronized in order to understand the relationships among the chemical structure, plasticization, plasticizer compatibility, rheological properties, and foaming process of such materials. J. VINYL ADDIT. TECHNOL., 2012. © 2012 Society of Plastics Engineers