Magnetorheological (MR) properties were investigated for sphere, plate, and rod-like iron particles in suspension under the presence of magnetic fields to ascertain the effect of particle shape in MR performance. A novel two-step synthesis route for micrometer sized iron particles with different morphologies is described in detail. Small-amplitude dynamic oscillatory and steady shear flow measurements were carried out in the presence of external magnetic fields. Finite element method calculations were performed to explain the effect of particle shape in the magnetic field-induced yield stress. Compared to their sphere and plate counterparts, rod-like particle based MR fluids present a larger storage modulus and yield stress. The effect of particle shape is found to be negligible at large particle content and/or magnetic field strengths. (C) 2010 The Society of Rheology. [DOI: 10.1122/1.3479045]