Electronegativity is how strongly an atom in a covalent bond pulls on the shared electron pair, and it increases toward the upper right of the periodic table. If two atoms have the same electronegativity, the pair sits in the middle and the bond is nonpolar covalent; if they differ, the pair shifts to one side and the bond is polar covalent. Even with polar bonds, a molecule whose shape is symmetric can have its polarities cancel and be nonpolar. In the picture, increasing the electronegativity difference moves the shared pair toward B, and the partial charges δ+ and δ− on the two sides become clearer.
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