lure
n. countablen. something that attracts you or makes you want to go somewhere, even if it might be dangerous. In fishing, it is the fake fish or object used to trick a fish into biting.
n. an attractive or tempting quality that draws someone toward a specific action or place. In a literal sense, refers to an artificial bait used in angling to entice fish.
The lure of big city life is very strong for young people.
The bright neon signs acted as a lure, drawing tourists into the expensive souvenir shops.
Despite the inherent risks of the expedition, the lure of discovering an untouched ecosystem proved too great for the team of scientists to resist.
From Anglo-Norman lure, from Old French loirre (Modern French leurre), from Frankish lōþr, from Proto-Germanic lōþr-, perhaps ultimately related to laþō (“invitation, calling”), or from Proto-Indo-European leh₂- (“to hide”). Compare English allure, also from Old French. Probably related to German Luder (“bait”).
Borrowed from Icelandic lúðr.
Often used with the preposition 'of' followed by a noun or gerund.