Abstract: In the present study, photoinduced electron transfer (PET) dynamics between N,N-diethylaniline (DEA) and (E)-9-(4-nitrostyryl)anthracene (An-NO 2) in a non-polar solvent medium {methylcyclohexane (MCH)}, has been investigated. The rate constant of back electron transfer (k BET) for the An-NO 2 – DEA pair was ∼3.8×105s-1 which is ca. 2 orders of magnitude less compared to the anthracene (An)-DEA (control) system. The results indicate that long-lived charge separated species can be generated using the design strategy used herein by achieving resonance stabilization of the excited state (acceptor) radical via conjugation. Graphical Abstract: SYNOPSIS For N,N-diethylaniline/(E)-9-(4-nitrostyryl)anthracene donor-acceptor pair, the back electron transfer rate constant is ∼ 2 orders of magnitude slower compared to N,N-diethylaniline/anthracene system. The results indicate that organic molecules with extended π -conjugation can be utilized for generating long-lived charge separated states via bimolecular PET, due to increased feasibility of charge delocalization. © 2018, Indian Academy of Sciences.