Abstract Novel functionalized poly (p-phenylene ethynylene) s (PPEs) bearing facially amphiphilic cholic and deoxycholic acid units are synthesized by a Pd-catalyzed Sonogashira cross-coupling reaction. Some interesting properties, particularly their optical and self-assembly characteristics, are unraveled. The PPEs that carry bile acid substituents exhibit remarkable solvatochromism in a wide range of solvent systems, and judicious ...