The optically created exciton will be self-trapped if its coupling to
phonons is strong enough, and will moreover be self-decomposed if the
electron and the hole couple to phonons in an opposite way. The bistab
ility between the parity-conserved and parity-broken self-trapped exci
tons was observed in alkali halides. The situation is most dramatic if
the bistability between the parity-broken self-trapped exciton and th
e ground state (with no exciton) comes into play since the electron-ho
le pairs may then be spontaneously generated at every lattice site, re
sulting in the electronic and structural phase transition. The neutral
to ionic phase transition observed in a few organic charge transfer c
ompounds under applied pressure or decreasing temperature can be consi
dered as an example. Recent experiment revealed that TTF-chloranil, am
ong others, is subject to photo-induced transient phase change over hu
ndreds of unit cells per one photon. The dynamics of this process can
be described in terms of self-trapping and self-multiplication of a ph
oto-generated charge transfer exciton along the chain through the attr
active dipolar interaction. This description of phase transition in te
rms of exciton dynamics will provide a new paradigm of materiology.