An ionic diol bearing a one-sided urethane-stilbene group located on the ammonium quaternary structure was prepared and proposed as an intermediate for polyurethane ionomer synthesis. Polyurethane cationomers with stilbene ionic groups based on poly(tetramethylene oxide) diols, 4,4Ј-diphenylmethane diisocyanate and the aforementioned ionic diol, were synthesized and characterized. Some aspects of the trans-cis photoisomerism and fluorescent emission of the stilbene chromophore in polyurethane cationomers were studied comparatively with the urethane-stilbene diol. The stilbene polycations absorbed at A ϭ 316 nm and emitted violet-blue light with an emission maxima at F ϭ 444 nm (dimethylformamide solution) and F ϭ 465 nm (film). These polymers are known for their elastomeric properties and are assumed to be of great interest for some future applications.