A novel associating polymer P(AEBA) was synthesized by radical polymerization of the cationic amphiphilic monomer, 4-(2-(acryloyloxy)ethoxy)benzyl tri-ethyl ammonium bromide (AEBA), in aqueous solutions. P(AEBA) displays a strong tendency for self-association in aqueous solutions and is sensitive to the external stimulation such as added salt. The associative properties and morphologies of P(AEBA) were studied by fluorescnece probe technique, viscometry and TEM. In dilute salt-free solutions P(AEBA) behaves as polyelectrolyte, while its behavior is similar to that of the polysoap as salt added. Accompanying increasing polymer concentration, polymer aggregation conformation changes from an extended necklace-like structure to a compact globular aggregate corresponding to the viscosity reduction. [ABSTRACT FROM AUTHOR]