Ange Kim, SCrystal Yap, SF2025-07-212025-07-212025-07-10Psychology and Marketing, ISSN: 0742-6046 (Print); 1520-6793 (Online), Wiley. doi: 10.1002/mar.700080742-60461520-6793http://hdl.handle.net/10292/19585Immersive 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.© 2025 The Author(s). Psychology & Marketing published by Wiley Periodicals LLC. This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited.http://creativecommons.org/licenses/by/4.0/35 Commerce, Management, Tourism and Services3503 Business Systems In Context3506 Marketing3 Good Health and Well Being15 Commerce, Management, Tourism and Services17 Psychology and Cognitive SciencesMarketing35 Commerce, management, tourism and services52 PsychologyJournal ArticleOpenAccess10.1002/mar.70008