We present time-resolved photoluminescence measurements on two series of oligo-p-phenylenevinylene (OPV) materials that are functionalized with quadruple hydrogen-bonding groups. These form supramolecular assemblies with thermotropic reversibility. The morphology of the assemblies depends on the way that the oligomers are functionalized; monofunctionalized OPVs (MOPVs) form chiral, helical stacks while bifunctionalized OPVs (BOPVs) form less organized structures. These are therefore model systems to investigate the effects of supramolecular assembly, the effects of morphology, and the dependence of oligomer length on the radiative and nonradiative rates of pi-conjugated materials. The purpose of this work is to use MOPV and BOPV derivatives as model systems to study the effect of intermolecular interactions on the molecular photophysics by comparing optical properties in the dissolved phase and the supramolecular assemblies. A simple photophysical analysis allows us to extract the intrinsic radiative and nonradiative decay rates and to unravel the consequences of interchromophore coupling with unprecedented detail. We find that interchromophore coupling strongly reduces both radiative and intrinsic nonradiative rates and that the effect is more pronounced in short oligomers.