If an IKEA trip feels like a maze, which mechanism best explains why confusion can still guide shoppers toward unplanned purchases?

Answer: Behavioral guidance

Broken wayfinding — Broken wayfinding feels plausible because shoppers really do feel lost. But the cited accounts treat disorientation as part of an intentional layout, not a maintenance failure. A bad sign system would reduce control without reliably increasing product contact.

Behavioral guidance ✓ — A maze-like route can be a script for movement, not mere chaos. UCL describes store space as shaping movement and contact with goods, while Penn's IKEA account links confusion to buying outside the original list. The useful twist is that confusion can work as guidance.

Treasure-hunt browsing — Treasure-hunt browsing is tempting because discovery can feel playful. But the key mechanism is more directed: the route channels movement and attention through goods. A treasure hunt starts with searching; this design can create searching after the shopper arrives.