noun / verb
lure
LOOR/lʊr/
Something offered to attract a desired response.
The angler uses a feathered lure to attract a fish.
Etymology
Old French loirre named a device used to recall a hawk: feathers resembling a bird, associated with feeding during training. The verb applies that image of attraction to enticing or tempting people.
In context
it looks yummy to passersby. But in a classic case of bait-and-switch, it's actually just an appendage to the frogfish's dorsal fin, used to lure the curious, the hungry, and the soon-to-be-dead.
More examples
- The store offers free samples as a lure for shoppers.
- Restaurants lure new customers with lunch specials.
- The promise of higher pay lured her to another company.
Forms
lure · lures · lured · luring
Similar words
- incentive
- Usually motivates action through an expected benefit or reward.
- bait
- Often suggests a trap or an attempt to deceive.
- enticement
- Emphasizes the tempting appeal of what is offered.