The impact of chain bending on the photophysical properties of emissive conjugated polymers (CPs) is studied theoretically using Holstein-style Hamiltonians which treat vibronic coupling involving the ubiquitous vinyl/ring stretching mode nonadiabatically. The photophysical impact of chain bending is already evident at the level of an effective Frenkel Hamiltonian, where the positive exciton band curvature in CPs translates to negative excitonic coupling between monomeric units, as in J-aggregates. It is shown that the absorption and photoluminescence (PL) spectral line shapes respond very differently to chain bending. The misalignment of monomeric transition dipole moments with bending selectively attenuates the 0-0 PL peak intensity while leaving the 0-1 intensity practically unchanged, a property which is ultimately due to the uniquely coherent nature of the 0-0 peak. Hence, the 0-0/0-1 PL ratio, as well as the radiative decay rate, decrease with chain bending, effects that are more pronounced at lower temperatures where exciton coherence extends over a larger portion of the chain. Increasing temperature and/or static disorder reduces the exciton coherence number, N-coh, thereby reducing the sensitivity to bending. In marked contrast, the absorption vibronic progression is far less sensitive to morphological changes, even at low temperatures, and is mainly responsive to the exciton bandwidth. The above results also hold when using a more accurate 1D semiconductor Hamiltonian which allows for electron-hole separation along the CP chain. The findings may suggest unique ways of controlling the radiative properties of conjugated polymer chains useful in applications such as organic light emitting diodes (OLEDs) and low-temperature sensors.