What is Atmosphere

This research aims to map previous studies using a multisensory approach to identify the impact of sensory stimuli on consumer behaviour in retail and to investigate the congruence among senses. The methodological approach was a systematic literature review, which compiles and synthesizes journal articles addressing the research objective and uses descriptive analysis to provide a detailed description of retail types. The approach of sense congruence is scarce in this research. A multisensory approach to sensory marketing (three or more stimuli) is still an unexplored domain. The recent research topic reveals knowledge gaps, regarding the relationship between multisensory cues. Understanding the impact of the sensory environment on consumer behaviour in a retail context contributes to advancing the study of congruence around more multisensory stimuli. Additionally, the findings expose that the senses of touch and taste have received the least consideration and provide opportunities for future research. Implications for marketing management in the retail context are discussed.