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We present a femtosecond pump-probe UV-Vis broadband transient absorption spectroscopy study of two styryl-substituted BODIPY chromophores with different position of the substituent. The α-substituted isomer shows typical BODIPY-type spectral features, such as sharp absorption and emission bands, a small Stokes shift and an excited-state lifetime in the 4 ns range, which only weakly depends on the solvent. In contrast, β-styryl-BODIPY features much broader steady-state absorption and emission spectra and a larger Stokes shift, particularly in polar solvents. Transient absorption spectroscopy including a complete global kinetic analysis reports a substantial decrease in S1 lifetime to 300 ps for polar solvents upon change from α- to β-substitution. In the case of the α-isomer, TD-DFT calculations identify a typical "cyanine-type" electron rearrangement upon S0 → S1 excitation accompanied by a slight reduction in dipole moment. In contrast, the same transition in the β-isomer shows strong intramolecular charge transfer (ICT) character involving a substantial increase in dipole moment. Assuming a simple energy-gap-law argument, the accelerated nonradiative decay of the β-isomer in polar solvents may be linked to the decrease of the S1(ICT)-S0 energy difference. BODIPY dyes with a conjugated substituent in β-position therefore suffer a substantial loss in fluorescence brightness in polar environments compared with their α-substituted counterparts. This might limit their applicability in fluorescence imaging. [ABSTRACT FROM AUTHOR]