Over the past 50 years, a principal approach to controlling conventional photochemical reactions has relied on imposing geometric constraints on reactant or transition state via conducting photochemistry in the organized or constraining media. Herein, we describe a fundamentally different approach to affect the course of photochemical reactions (photochemical rearrangements) by utilizing spatially selective excitation of specific electronic transitions with plane-polarized light in the reactant molecules uniformly aligned in the nematic liquid crystal phase. In particular, we focused on the Type B enone rearrangement of 4,4-diarylcyclohexenones -one of the most common photochemical rearrangements. We demonstrated that the aryl migratory aptitude in this reaction was attenuated in response to changing an angle between the polarization plane of the incident light and the alignment direction of nematic liquid crystal, with the enhanced aryl migration achieved when the polarization plane coincided with the transition dipole moment leading to the excited state responsible for this migration. The spatially-selective initial excitation therefore was overruling the electronic factors responsible for the relative ratio of the two alternative photoproducts. The experimental findings were further supported by the results of a computational study. This work showcases a new fundamental paradigm in controlling photochemical reactivity and selectivity of photoreactions.