High impact polystyrene (HIPS)/organoclay nanocomposites via in situ polymerization were synthesized and their rheological properties were investigated. For the study, two types of organoclays were used: a commercially available organoclay, Cloisite 10A (C10A), and a laboratory-prepared organoclay having a reactant group, vinylclay (ODVC). The X-ray diffraction and transmission electron microscopy experiments revealed that the HIPS/ODVC nanocomposite achieved an exfoliated structure, whereas the HIPS/C10A nanocomposite achieved an intercalated structure. In the small-amplitude oscillatory shear experiments, both storage modulus and complex viscosity increased with increasing organoclay. A pronounced effect of the organoclay content was observed, resulting in larger storage modulus and stronger yield behavior in the low frequency region when compared to neat HIPS. The crossover frequencies associated with the inverse of a longest relaxation time decreased as the organoclay content increased. Over a certain value of ODVC content, a change of pattern in rheological properties could be found, indicating a solid-like response with storage modulus greater than loss modulus at all frequencies.