somebody or something used to entice or decoy
a bait for attracting animals, birds, or fish so that they can be caught
a decoy for attracting animals so that they can be captured, e.g. an artificial bait used for catching fish
a bunch of feathers and often meat attached to a long cord and used by a falconer to recall a bird
the power to appeal or attract
the lure of success
[Middle English from early French loire, of Germanic origin]