The v = 0-3 and 7 vibrational levels of the NO B 2 state have been selectively excited by laser radiation. The fluorescence spectra together with calculated Franck-Condon factors and r-centroids have been used to evaluate the electronic transition moment. The results for v = 0-3 are in very good agreement with recent chemiluminescence measurements and ab initio calculations. Furthermore, the data from v = 7 have been used to extend the empirically determined moment to limits 1.23 and 1.78 , improving agreement with experimentally determined lifetimes.