Psychological Mechanisms Behind the Influence of Immersive Technologies on Consumer Well‐Being

ABSTRACT Immersive technologies, such as augmented reality and virtual reality, enrich daily life with numerous benefits but also introduce risks such as impulsive spending and escapism. Despite their growing influence, the psychological mechanisms underlying these effects and the impact on consumer well‐being remain underexplored. This conceptual research investigates how different immersive technologies (i.e., virtual reality and augmented reality) affect multiple dimensions of well‐being. Using theory synthesis, we integrate diverse perspectives to identify key psychological mechanisms, and through theory adaptation, we employed Seligman's PERMA model to integrate these mechanisms into four distinctive themes: (1) Emotions, (2) self‐identity and growth, (3) social identity and connection, and (4) mindful engagement and sensory experience. Through this integrative conceptual approach, this research provides conceptual foundations for future studies and makes a key contribution to the marketing discipline by presenting an integrative framework that captures the dual impacts of immersive technologies on various aspects of consumer well‐being, particularly within the domains of consumer behavior and consumer experience.