Hypothesis: The structure, rheology and other physicochemical properties of dilute aqueous dispersions of sodium oleate (NaOL) are well known. This paper is the first report in which a moderately concentrated (13% w/w) dispersion of NaOL in water is investigated. In fact, at this concentration the phase and rheology behavior of the surfactant remarkably deviates from those of its dilute solutions in water and a significant effect is imparted by the addition of potassium chloride. Experimental: The structural, thermal and rheological properties of a 13% w/w dispersion of NaOL in water were investigated by cryo-TEM, rheology, and DSC experiments with and without the addition of potassium chloride. The system is comprised of elongated wormlike micelles that turn into a gel like more disordered viscous material upon addition of small amounts of KCl (4% w/w). Findings: This paper illustrates the multifaceted behavior of sodium oleate dispersions at intermediate concentrations that depends on the presence of other cosolutes (such as KCl). The results show that viscoelastic aqueous dispersions of NaOL are excellent candidates for the preparation of stimuli-responsive green materials to be used in a number of different applications. We also discuss the genesis of wormlike micelles (WLMs) in terms of the general theory of self-assembly. (c) 2021 Elsevier Inc. All rights reserved.