Marge is told by a jeweler that a particular diamond priced at $10,000 in which she is interested cannot be obtained anywhere else for under $15,000. later that day, she finds a diamond of comparable quality priced at $8,000 at another jewelry store. the first jeweler is liable for:

I would tend to think false or misleading advertising, but since this did not occur in print or as an advertisement on TV, I doubt this could be applied here.

In this case, the shopkeeper could claim puffery or simply deny saying it. There is not enough evidence to claim false advertising.