Definition of "allure" []

• To attract with something desirable; entice: Promises of quick profits allure the unwary investor. (verb-transitive)
• To be highly, often subtly attractive: charms that still allure. (verb-intransitive)
• The power to attract; enticement. (noun)

American Heritage(R) Dictionary of the English Language, Fifth Edition. Copyright (c) 2011 by Houghton Mifflin Harcourt Publishing Company. Published by Houghton Mifflin Harcourt Publishing Company. All rights reserved.

• "Sure, I know generally what I'm going to get if I'm opening merlot vs. zinfandel vs. riesling, but the allure is the exploration and discovery, isn't it?"
• "Part of the allure is the prospect of the small-market, unadorned Kings actually overthrowing the high-wattage champions."
• "For those who have, with few exceptions, the allure is mystical."