To create highly fluorescent organic compounds in longer wavelength regions, and to gain physical chemistry insight into the photophysical characteristics, we investigated photophysical properties (Φf, λem, τ, λabs, ϵ, kr, and kd) and their controlling factor dependence of the following π-conjugated molecular rods consisting of p- phenyleneethynylene units modified by donor (OMe) and/or acceptor (CN):(1) side-donor ...