You bought the rod assuming it was in good order (though you do have some responsibility for inspecting before purchase, I mean c'mon). How you chose to use it was your decision, not theirs. The only injury was ambiguously attributable to the defect, which could have been due to the manufacturer, the store, your own negligence or your own cupidity.

Had I been the store owner I'd have accepted the rod and exchanged it if it didn't look like it got slammed in a tailgate. I might've offered you a discount on some lures (but not at a loss) if I liked your attitude or you were a frequent paying customer. I wouldn't give you a replacement lure unless you spent an extraordinary amount of money in my store.