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