Abstract α, β-Unsaturated acids, through their acid chlorides, react with tritylamine in the presence of triethylamine under mild conditions, to afford in high yield and high regioselectivity the corresponding β, γ-unsaturated tritylamides. Detritylation with TFA generates quantitatively β, γ-unsaturated primary amides. An investigation of this deconjugative isomerization was performed.