“…In oscillatory shear, for example, their viscoelastic storage and loss moduli, G ′ (ω) and G ′′ (ω), are often weak power laws of shear frequency (Mackley et al, 1994;Ketz et al, 1988;Khan et al, 1988;Mason et al, 1995;Panizza et al, 1996;Hoffmann and Rauscher, 1993;Mason and Weitz, 1995), while their nonlinear stress response σ to shear strain of constant rateγ is often fit to the form σ = A + Bγ n (known as the Herschel-Bulkley equation, or when A = 0, the power-law fluid) (Holdsworth, 1993;Dickinson, 1992;Barnes et al, 1989). The fact that such a broad family of soft materials exhibits similar rheological anomalies is suggestive of a common cause, and it has been argued that these anomalies are symptomatic of the generic presence in such materials of slow, glassy dynamics (Sollich et al, 1997;Sollich, 1998).…”