LURE

[noun] [U] - the quality or power that something or someone has that makes them attractiveThey said that it was the lure of easy money that led them to commit the fraud.She was attracted to Hollywood by the lure of the silver screen.A lure is an artificial insect or other small animal which is put on the end of a fishing line to attract fish.Anglers use many different lures, depending on what kind of fish they want to catch.