Bait

(same as Hook, opposite for Threat)

The part of a meme or memeplex (meme package) that promises to benefit the host (usually in return for replicating the complex).

The bait usually justifies, but does not explicitly urge, the replication of a meme-complex. (Donald Going, quoted by Hofstadter.)

Also called the reward co-meme.

Examples:

(In many religions, "Salvation/Heaven" is the bait, or promised reward; "Spread the Word" is the hook. Other common bait co-memes are "Eternal Bliss", "Security", "Prosperity", "Freedom".)

(see infection)