The change in the morphology of a series of dicationic gemini surfactants C14H29(CH3)(2)N+-(CH2)(s)-N+(CH3)(2)C14H29, 2Br(-) (14-s-14; s = 4-6) on their interaction with inorganic (KBr, KNO3, KSCN) and organic salts (NaBenz, NaSal) have been thoroughly investigated by means of H-1 NMR spectral analysis and the results are well supported by viscosity measurements. The presence of salt counterions results in structural transition (spherical to nonspherical) of gemini micelles in aqueous solution. With an increase in salt concentration all the three gemini surfactants showed changes in their aggregate morphology. This change is dependent on the nature and size of the added counterion. The effect of inorganic counterions on the micellar growth is observed to follow the Hofmeister series (Br-< NO3- < SCN-). The roles of organic counterions are discussed on the basis of probable solubilization sites of the substrate molecule in the gemini micelles, showing more growth in case of Sal(-) than Benz(-). The results are confirmed in terms of the obtained values of chemical shift (delta), line width at half height (lw), and relative viscosity (eta(r)). Also, the growth of micelles was most pronounced for the gemini surfactant with the shortest spacer (s = 4). This was attributed to the unique molecular structure of gemini surfactant micelles having flexible polymethylene spacer chain linking the twin polar headgroups. (C) 2010 Elsevier Inc. All rights reserved.