Semantic content – including dynamic, context-dependent elements such as linguistic information, spatial arrangements of visual components, situational events, and mental representations stored in memory – is central in the priming effect that influences consumer psychology and behaviour. However, semantic content has been long viewed as static, overlooking its contextual-dependent nature. This systematic literature review of 46 peer-reviewed journal articles aims at mapping the role of semantic content and its impacts on consumer behaviour, thereby identifying important research gaps for further studies. Using the Preferred Reporting Items for Systematic Reviews and Meta-analyses (PRISMA) protocol, we develop a comprehensive framework that conceptualizes the identification and processing of semantic content, depicting its influence on consumer behaviour. This review summarizes the multi-dimensional sources, the perceptual and cognitive processes, and the engagement of contextual elements in the interpretation of semantic content. We emphasize the dynamic, context-dependent nature of semantic content and the automatic nature of its processing. Finally, based on the framework, this review suggests future research questions to be addressed in this field. This paper provides a deep understanding of semantic content in marketing and consumer research, offering both theoretical and managerial contributions.