Which inventor is credited with creating the psychological pricing strategy of setting prices just below a round number (e.g., $9.99 instead of $10.00)?

The world of retail has seen numerous pricing innovations that have revolutionized how products are sold and perceived by consumers. One particularly groundbreaking pricing strategy emerged in the early 1900s, forever changing consumer psychology and retail mathematics. This invention seems simple today but represented a significant shift in commercial thinking. Test your knowledge about this clever pricing innovation that continues to influence purchasing decisions worldwide.

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Asa Candler (Coca-Cola founder)
Max Sackheim (mail-order marketing pioneer)
Frank W. Woolworth (F.W. Woolworth Company founder)
Harry Gordon Selfridge (Selfridges founder)