Charisma

From FaitH

Charisma (Shortened as Char) is the ability level that relates directly to your economy. It provides bonuses in Taxation and Flocking (+1% max tax rate per 40 Char and +3 or 4 max morale for every 10), as well as giving you access to further economic bonuses on the Tree of Knowledge. This skill is mainly focused towards helping Merchants, and is not very effective for the other classes.

Charisma also reduces prices in all shops, making it essential for Merchants. It reduces the prices by (Charisma / 5)%.