If the price is X then just sell it for X. If it doesn't hurt the consumer (and thus benefit the store) they wouldn't do it.
I'm not sure I agree with this wording. I think it does benefit the store, but I think that hurt is the wrong word. Should stores not be allowed to charge $5.99 instead of $6.00 because it could possibly sway a consumer?
The key to any purchase, especially a major purchase, is research. With the internet it is too easy to compare prices and review products not to. You can stand in the aisle with your phone and see if something is a good price.