Attempts have been made for the first time to prepare a friction material with the characteristic of thermal sensitive modulus, by the inclusion of thermoplastic elastomers (TPE) as viscoelastic polymeric materials into the formulation in order to the increase the damping behavior of the cured friction material. Styrenebutadiene-styrene (SBS), styrene-ethylene-butylene-styrene (SEBS) and nitrile rubber/polyvinyl chloride (NBR/PVC) blend system were used as TPE materials. In order to evaluate the viscoelastic parameters such as loss factor (tan d) and storage modulus (E 0 ) for the friction material, dynamic mechanical analyzer (DMA) were used. Natural frequencies and mode shapes of friction material and brake disc were determined by modal analysis. However, NBR/PVC and SEBS were found to be much more effective in damping behavior. The results from this comparative study suggest that the damping characteristics of commercial friction materials can be strongly affected by the TPE ingredients. This investigation also confirmed that the specimens with high TPE content had low noise propensity.