false advertising

Hope American swiss don't pride themselves with false advertising,saw a ring on display reduced from R3999 to R999,and when I was excited to purchase it my excitement was shattered immediately to be told it's a mistake.I thought the price you see on a merchandise is the price you get or does that not apply to their store,they false advertise with the hope of getting customers to get all excited and have no choice but to buy.that won't apply to me and the response I got from their area manager was it was a human error.