Surface-assisted photoinduced transient displacement charge (SPTDC) technique was developed in order to study light-induced charge transfer in surface-bound molecules and applied to investigation of self-assembled monolayers of 7-diethylaminocoumarin and 2,4-dinitrophenylamine. The dipole moment change measured by SPTDC correlates reasonably well with that measured in solution by standard PTDC technique and with semiempirical calculations. Shortening of the excited-state lifetime of surface-immobilized coumarin due to stimulated emission was observed in both fluorescence and dipole measurements. The dipole signal decline in low-polarity solvents indicates the importance of dipole-dipole interaction that causes reorientation of molecules upon photoexcitation.