A series of chromophoric salts has been prepared in which electron-rich 4-(dimethylamino)phenyl groups are connected via polyenyl chains to electron-accepting N-methylpyridinium or 3-methylbenzothiazolium units. These compounds have been characterized by using various techniques, including electronic absorption spectroscopy and cyclic voltammetry. Single-crystal X-ray structures have been determined for several salts, all of which crystallize centrosymmetrically. Molecular quadratic nonlinear optical (NLO) responses have been determined using femtosecond hyper-Rayleigh scattering (HRS) at 1300 and 800 nm and via Stark (electroabsorption) spectroscopic studies on the intense, visible π f π* intramolecular charge-transfer (ICT) bands. Large red shifts in the ICT transitions on replacing a pyridinium with a benzothiazolium unit indicate that the latter acts as a more effective electron acceptor. Both HRS and Stark measurements show that the static first hyperpolarizability β 0 increases with polyene chain extension in both types of chromophore, and the benzothiazolium salts have larger NLO responses than their pyridinium analogues. The results of time-dependent density functional theory calculations using a polarizable solvent continuum model agree with the observation that β 0 increases with chain lengthening, but the observed superiority of the benzothiazolium acceptor is not predicted either in the ICT energies or β 0 values. Coupled perturbed Hartree-Fock and semiempirical INDO/S calculations similarly fail to reproduce this principal conclusion from the experimental studies.