The effect of light polarization on the dc conductivity signal caused by a photoinduced increase in solute dipole moment was detected for the first time. DMANS (4-(dimethylamino)-4'-nitrostilbene) was used solute in squalane liquid. Analysis of experimental traces allowed estimation of the ground (μ* g=6.0±0.5 D) and excited state (μ* s=32.7±1.6 D) dipole moments as well as the fluorescence (τ F=1±0.1 ns), rotational (τ r=2.3±0.1 ns) and intersystem crossing (τ isc=15±3 ns) lifetimes. All the values are in good agreement with other measurements.