I'd expect even in the case of this quiz if you told people to affect certain personas you'd find the results statistically-significantly shifted, even if the people involved couldn't tell you any rational reason why they changed their answers based on the persona they affected.
“Gee, I wonder if ‘C. Let your friend have the goods for free, since they’re really struggling financially’ is the answer this retail store is looking for?”
...until I saw my boss's THREE HUNDRED page manual on how to interpret the results of these tests. There is apparently some entire industry behind these "tools". I've learned to limit my criticism of what is very clearly, to me, a load of weak-signal hogwash. They may as well throw chicken bones or read tea leaves from where I sit, but then again, I sit from a place of certainly smaller net worth than whoever is peddling this stuff, so round and round we go? :)