Bait

The part of a meme-complex 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. (In many religions,
"Salvation" is the bait, or promised reward; "Spread the Word" is the hook.
Other common bait co-memes are "Eternal Bliss", "Security", "Prosperity",
"Freedom".) (See hook; threat; infection strategy.)