College of Business Administration

Ballentine Hall, 7 Lippitt Road, Kingston, RI 02881


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Albert J. Della Bitta

  • Professor
  • Area: Marketing –– Specializations: Consumer Behavior, Behavioral Pricing
  • Phone: 401.874.4232
  • Email:
  • Mailing Address: 7 Lippitt Road, Kingston, RI 02881


Ph.D. 1971, University of Massachusetts. Dr. Albert Della Bitta joined the URI faculty in 1971. In 1979 he became Associate Director of the Research Center in Business and Economics, was appointed Director of the Center in 1981 and served in this capacity for 10 years. In 1991 Dr. Della Bitta was appointed chair of the Marketing Department.

He has presented various marketing seminars to national and international audiences and has served as a consultant for numerous business firms in the design and conduct of marketing research projects. In addition to serving as a reviewer for three academic journals and various academic conferences, Dr. Della Bitta’s research has been published in the Journal of Marketing Research, Decision Sciences, Journal of Business Research, Journal of the Academy of Marketing Science, Journal of Macromarketing, Journal of Retailing, and the Journalism Quarterly as well as other academic journals. He also has presented papers at numerous academic conferences and has held several offices in professional organizations. He is coauthor of the college-level text, Consumer Behavior: Concepts and Applications, published by McGraw-Hill and presently in its fourth edition.

Dr. Della Bitta’s principal teaching and research interests include consumer behavior, pricing and marketing research. He has also taught at the University of Massachusetts, Virginia Polytechnic Institute and State University, and ISIDA in Palermo, Italy and has presented various lectures in various international locations including Italy, the Dominican Republic and in Russia.

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