A series of dipolar (1), bis-dipolar (2), and octupolar molecules (3) containing 1, 2, and 6 dipolar units within a molecule has been synthesized and their hyperpolarizabilities were analyzed. The beta(HRS) increases in the order, 1 < 2 < 3. The `monomeric' beta(zzz) increases by approximately twofold from 1 to 2, whereas beta(zzz) of 2 and beta(xxx) of 3 are similar. Noteworthy is the parallel increase in the hyperpolarizability tensor with the lambda(max). (C) 2005 Published by Elsevier B.V.