The 'vibrational technique' has been applied to measure first-order an
d second-order molecular nonlinearities beta and gamma of bisnaphthol
derivatives constrained in a non-coplanar conformation and containing
electron donor and acceptor groups. The vibrational chemical shifts ob
served in the IR spectra of model molecules show that in solution a co
nformational equilibrium exists with only one conformer favouring elec
tron injection by the oxygen lone pair into the aromatic ring, with th
e consequent increase of the weight of a quinoid structure. It follows
that the hyperpolarizabilities are conformationally dependent and may
show temperature dependence. The same spectroscopic approach to the b
isnaphthol derivatives shows that the conformationally dependent role
of the electron injecting property of the oxygen is more relevant than
the inter-ring electron hopping between p(z) orbitals.