The way to mitigate these unintended effects is to replace Personas with models that enable cohesive stories. These models are called Characters.

What would make sense for the brain is a believable story which explains that purchase. This is what we can use Characters for. A Character is someone who:

  1. Has anxieties & motivations.
  2. Experiences purchase-progress events.
  3. Encounters purchase-progress situations.

(via Replacing Personas With Characters — Medium)