Offered a higher salary, still quitting?

Hello everybody, I would be grateful for some advice!

My wife is currently working in an insurance company and to be honest she was both dissatisfied with what the job itself and the pay. She's just had an interview in another company and she likes the idea of her new position very much, she also asked for about 30% more and her request was accepted.

However, after she told her current boss she's quitting, he offered her the very same money. She still wants to leave just to (probably) be happier with what she does, the question is - should she call her potential new employer and say she was offered a raise and ask if they can top the offer? Or would it put her in bad light?

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Thank you very much!

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