A series of 2, 3-diaryl-l-benzopyran analogues substituted at position 4 of 2-phenyl with a hydroxy or pyrrolidinoethoxy residue were synthesized as models for (E)-triarylpropenones constrained in the s-trans conformation. The prototypes, belonging to five chemical series, were evaluated for their estrogen receptor affinity and for estrogen agonist-antagonist activities. The 4H-l-benzopyran-4-0ne, the 2, 3-dihydro-4H-l-benzopyran-4-one, the 4H-l- ...