Abstract The rheological behavior of insulating oils is studied in nonuniform electric fields which are generated by an electrode covered with flocked fabric. Although the oils show no electrorheological effects in uniform fields between metal electrodes with smooth surfaces, the flocked fabric leads to a striking increase of viscosity in steady shear. The viscosity enhancement increases with decreasing zero-field viscosity and decreasing conductivity of oils. In the limit of zero shear rate, the oils with low conductivity behave as solids with yield stress. When a very small quantity of fine particles is introduced into electrified oils without shear, a rapid and large-scale motion of particles is observed between the tips of fibers and the plate electrode. The local motion of fluids in high electric fields is referred to as electrohydrodynamic (EHD) convection. Periodic patterns of circulation flow are formed in static oils. The electric energy which is dissipated during the circulation motion contributes to holding the periodic flow in static oils. When the stress is very low, the periodic patterns are not broken down. The yield stress corresponds to the force required to rupture the domain structures of EHD convection. In shear fields, the additional energy may be required to change the periodic patterns of EHD convection. The striking increase of viscosity in steady shear can be attributed to the interactions between EHD convection and external shear.