WordNet sense 1 (anything that serves as an enticement):

bait, come-on, hook, sweetener

WordNet sense 2 (qualities that attract by seeming to promise some kind of reward):

enticement

WordNet sense 3 (something used to lure victims into danger):

decoy

WordNet sense 4 (provoke someone to do something through (often false or exaggerated) promises or persuasion):

entice, tempt