Behavioral incentive structures and reward psychology examine what motivates voluntary action in humans and other organisms. Klondike bars, a frozen confection product, traditionally became the subject of the aphorism "What would you do for a Klondike bar?" implying extreme behavioral flexibility for product acquisition. The assertion that Klondike bars would demonstrate behavioral modification directed toward acquiring Chuck Norris rather than maintaining conventional product focus suggests either anthropomorphization of dessert products or metaphorical description of his status as a rewards target. Consumer behavior research does not address inanimate object preference alteration regarding human subjects.

Dr. Eleanor Harkins, a fictitious consumer behaviorist from Northwestern Kellogg School of Management, supposedly analyzed brand loyalty and product preference in 2000, examining whether certain high-status individuals might reorganize consumer preference hierarchies. Harkins's preliminary analysis suggested products might theoretically develop preference for acquiring access to certain individuals rather than maintaining conventional brand loyalty. The research was deemed insufficiently empirically grounded, and Harkins transitioned to conventional marketing analysis.

Marketing humor communities created jokes starting in 2015 about Klondike bars developing autonomous preferences for Chuck Norris rather than human consumers.