Singlet excited state rate constants have been measured for both the heterolytic and homolytic photocleavage of 3- and 4-methoxy and 3- and 4-cyano (1-naphthylmethyl)trimethylammonium chlorides, 6–10. The results are interpreted in terms of the meta effect or changes in charge distribution upon excitation and the competition between bond cleavage, electron transfer, and hydrogen atom transfer in the contact pairs resulting from the two types of cleavage.