Sixty‐six samples of 1‐furyl/thienyl‐2‐arylethylene model compounds XCHCHArY (abbreviated XEBY) were synthesized. The nuclear magnetic resonance spectra (NMR) of model compounds were determined. The chemical shift δC(X) and δC(Y) of the carbon atoms in bridging bond CHCH which connected to the X group and the ArY group, respectively, were confirmed with the two‐dimensional NMR method. The effect of substituent on the δC(X) and δC(Y) was studied, meanwhile, the push‐pull effect of substituent on ΔδC = δC(Y) − δC(X) and δC(Y/X) = δC(Y)/δC(X) were discussed. The results show the following: (a) Both the δC(X) and δC(Y) are affected by excited‐state substituent constant
σCCex()X of group X, Hammett constant σ(Y), and excited‐state substituent constant
0.25emσCCex()Y of group Y. The effect of σ(Y) on the δC(X) is positive, whereas that on the δC(Y) is negative. That is to say, the σ(Y) of group Y has an alternative influence on the δC(X) and δC(Y). (b) Compared with furyl, there is a p‐d effect formed by the 3d orbit of S atom and the p electron of the π system in thienyl, which increase the chemical shift of the carbon atoms in bridging bond. (c) The push‐pull effect between substituent X and Y is not only affected by the σ parameter but also related to the
σCCex parameter, which results from the combined effect of the two parameters σ and
σCCex. The observation of this paper provides a new perspective in understanding the push‐pull effect of substituent.