Tempting or attracting someone with the promise of something desirable, often into a trap or dangerous situation.
From Old French 'loure' (to lurk), possibly from Germanic roots meaning 'to lurk or hide.' The '-ing' suffix makes it present participle. The meaning evolved from 'lying in wait' to 'attracting with bait.'
Anglers use 'lures'—artificial baits—because the word perfectly describes the psychology: whether a fish or a person, we're all susceptible to the promise of something we want, which is why 'luring' appears constantly in crime prevention and marketing psychology.
Historically, 'luring' has been disproportionately applied to women's sexuality in moral discourse, particularly in Victorian literature and religious texts that framed female attractiveness as a danger to men. This reflects broader patterns of holding women responsible for male desire.
Use neutrally to describe any form of persuasion or enticement, avoiding gendered subtext that implies feminine manipulation or sexual danger.
["attracting","persuading","inducing","enticing"]
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