Abstract: Disclosed are aqueous hair setting compositions comprising, as the sole hair fixative component, rheology modifying, hair setting, associative polymers (RMHS), which are the polymerization product of a monomer mixture comprising an acidic vinyl monomer; and an associative monomer. The hair setting compositions provide surprisingly good to excellent hair setting efficacy, based on high humidity curl retention. A wide range of rheological characteristics was achieved together with good clarity and aesthetic product properties. Particularly preferred rheology modifying hair setting associative polymers are certain hydrophobically modified alkali-swellable and alkali-soluble associative polymers (ASAP) and HASE polymers disclosed herein. Also disclosed are methods of setting hair using RMHS polymer-containing compositions.