Effect of I and 2-naphthols on the shape transition of cetyl trimethylammonium bromide (CTAB) and cetylpyridinium bromide (CPB) micelles are studied. Stimuli-responsive viscoelastic gels of long wormlike micelles are formed at low surfactant concentrations in the presence of neutral naphthols, where H-bonding plays a key role in micellar shape transition in the absence of any charge screening. Micelle-embedded naphthols also act as novel self-fluorescence probes for monitoring viscoelasticity of the system as a function of applied shear. H-1 NMR study shows that the solubilization sites of naphthols in the micelle are located near the surface. While UV absorption and Fourier transform infrared studies confirm the presence of intermolecular H-bonds in micelle embedded naphthols, transmission electron micrographs of vacuum-dried samples at room temperature demonstrate the transition in shape from sphere to rodlike micelles.