Different amounts (0.5–3 wt%) of fumaric acid (FA) were added to a solvent-based polyurethane (PU) adhesive. Addition of FA produced a decrease in viscosity and changed the rheological and viscoelastic properties of the liquid PU adhesive, which was more marked upon increasing the time after the adhesive was prepared and more noticeable for high amounts of FA. According to molecular weight distribution, differential scanning calorimetry, thermal mechanical analysis and thermogravimetry measurements, the addition of FA seemed to produce a reaction with the polyurethane (possibly an acid-catalyzed transesterification reaction) which resulted in chain cleavage, disruption of polyurethane crystallinity and a loss of physical properties. These modification in PU structure did not affect the surface energy value of the PU adhesive although the T-peel strength of roughened rubber/PU adhesive/roughened rubber joints increased when the PU adhesive contained FA. This improvement was due to the removal of antiadherent substances (zinc stearate, paraffin wax) from the rubber surface produced by migration of FA to the PU adhesive surface once the adhesive joint was formed. Therefore, the carboxylic acid seemed to act as a compatibilizer between the rubber surface and the PU/adhesive interface.