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Styrene-Butadiene Rubber (SBR), a copolymer of butadiene and styrene, is widely used in the automotive industry due to its high durability and resistance to abrasion, oils and oxidation. Some of the common applications include tires, vibration isolators, and gaskets, among others. This paper characterizes the dynamic behavior of SBR and discusses the suitability of a visco-elastic model of elastomers, known as the Kelvin model, from a mathematical and physical point of view. An optimization algorithm is used to estimate the parameters of the Kelvin model. The resulting model was shown to produce reasonable approximations of measured dynamic stiffness. The model was also used to calculate the self heating of the elastomer due to energy dissipation by the viscous damping components in the model. Developing such a predictive capability is essential in understanding the dynamic behavior of elastomers considering that their dynamic stiffness can in general depend on temperature.