Keywords: Congruency
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Journal Articles
International Journal of Contemporary Hospitality Management (2025) 37 (13): 149–168.
Published: 05 August 2025
... contemporary issues in SM, including challenges related to atmospheric and sensory cues, (in)congruence, multi-sensory cues, perception, sensations and sensory overload. These themes are particularly relevant considering the growing importance of personalisation and real-time optimisation in the industry...

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