AbstractThe relationship between shape and properties memory effect, especially viscoelastic properties of polyurethane under study is the main aim of this research work. Tensile tests have been performed in order to introduce 100% of deformation in the polyurethane samples. Under this deformation, stress–relaxation experiments have been performed in order to eliminate the residual stresses. This deformation of the samples has been fixed by cooling. Recovery tests, then, were carried out at different isothermal temperatures that varied from 30°C to 60°C. Viscoelastic behavior has been studied by a biparabolic model and by using the Cole–Cole method. It was shown that this model describes the behavior of the polymer at the different states of shape memory tests. The constants of this model then have been determined. This study leads to a better understanding of the mechanism of shape memory effect. The comparison between the virgin polymer and the polymer after a recovery test by DMTA (dynamic mechanical thermal analysis) and by Cole–Cole method has illustrated that the polymer does not obtain its initial properties even when it was totally regained its initial shape. These results have been confirmed by three successive shape memory tests on the same sample and by comparing the mechanical characteristics of different cycles because “shape memory effect” and “properties memory effect” do not follow the same mechanisms. © 2012 Wiley Periodicals, Inc. J. Appl. Polym. Sci., 2013