Rheology is the study of the deformation and flow of matter. The subject is of widespread applicability within both academic (physics, biology, chemical engineering, mechanical engineering, chemistry, etc.) as well as industrial settings (quality control and rheology of food products, concrete, rubber, pharmaceuticals, etc.), and is interdisciplinary in nature. Primarily, the materials under study in rheology exhibit a combination of elastic, viscous and plastic behavior when subject to different kinematics. The diversity of materials studied range from asphalt and molten lava flows at one end to shaving foam and living cells at the other. The goal of theoretical rheology is to establish relationships between the imposed deformation and the response of the material to the deformation. Experimental rheology (rheometry) is primarily concerned with the measurement of rheological quantities and with probing the internal microstructure of soft matter.