If an IKEA trip feels like a maze, why can that confusion still lead shoppers to buy items they did not plan to get?

Answer: The confusing route keeps shoppers following a set path past displays, so they buy more.

Confusing signs make shoppers wander until they stumble on extra items by chance. — This is tempting because shoppers do feel lost, and bad signs can cause wandering. But the confusion here is part of a route that still channels movement through the store. Broken wayfinding would reduce control without reliably increasing product contact. It explains the feeling of being lost, not the guided exposure that drives extra buying.

The confusing route keeps shoppers following a set path past displays, so they buy more. ✓ — The maze is described as an intentional set path, not random chaos. It keeps shoppers inside longer and moves them past displays, increasing contact with goods. Feeling slightly lost can make people follow that route instead of leaving. That extra exposure helps explain unplanned purchases.

Shoppers enjoy hunting for hidden bargains, so they explore and add fun finds to the cart. — This is plausible because browsing can feel playful, and discovery can make a purchase feel like a treat. But the route is designed to direct movement and attention through goods before any hunt begins. A treasure hunt starts with shoppers seeking something specific or hidden. Here, the layout creates the encounter, and the shopper responds to what the path puts in view.