The carbonyl-directed C3-H activation and alkylation of 2-aroylbenzo[b]furans with acrylates occurs selectively either in a linear or branched fashion, depending on the catalyst employed; [Ru(p-cymene)Cl2]2 or Ru(PPh3)3Cl2, respectively. Two alternate pathways--funded upon the differences in steric and electronic preferences of these two complexes--is proposed for the selectivity of linear versus branched products.