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- Pokémon has several examples.
- "Abra and the Psychic Showdown" has our characters lost in the forest, where they are visited by Sabrina's "doll" persona. Attempting to find out who she is and how they can reach Saffron City, Ash pursues her through the fog-laden woods ... only to be led straight off of a cliff. Fortunately, his Pokémon are on hand to rescue him.
- Another episode from the same season has both Brock and James become instantly smitten with the Beautiful Ghost of Maiden's Peak. They're discovered the following morning, their bodies drained of energy. Double- subverted by James, who took the effort to cover himself in spirit charms and actively tried to stay put, but was physically dragged out of the building. It turns out the spirit charms were sold to him by the ghost, a mischievous Gastly.
- In the first season of Sailor Moon, Sailor Moon falls for this act twice in as many minutes.
- In Cardcaptor Sakura, the Illusion card shows people whatever they're thinking about, but it can also show them someone they love or miss and lead them to their doom.
- InuYasha: Inuyasha nearly gets killed by a youkai disguised as his mother who has been dead since he was very young. If Kagome hadn't seen through the illusion and managed to convince Inuyasha that things weren't what they seemed to be, he would have died.
- In Bleach, the Hollow Grand Fisher once used a projection of a little girl to lure his victims close to him like an anglerfish. A young Ichigo nearly fell for it, and only his mother's Heroic Sacrifice saved him. When Grand Fisher returns years later, he uses a projection of Ichigo's mother (which he can do because he devoured her soul) to target Ichigo and his sisters.
- In the Yoko Tsuno album "The prey and the ghost", the ghost is actually a hologram and the intention is to lure Cecilia into an "accident" in a dangerous ruin.
- At several points in Silent Hill, Rose is spurred further into the obviously treacherous town by fleeting sightings of Alessa, who looks identical to her missing daughter Sharon. Somewhat averted near the end in that Rose is forced to cross a pile of fallen masonry over a very long drop into a burning coal fire — or something worse burning down below — but makes it across safely.
- Ghost Ship is full of these, the most infamous being a scene where one of the mercenaries is exploring the ship's ballroom, only to lured away by a seductive visage of the ship's lounge singer. Straight into an elevator shaft.
- In the live action Masters of the Universe movie, the non-Eternian POV character's girlfriend (played by Courtney Cox!) immediately accepts her dead mother turning in the middle of a siege by magic aliens from another dimension to lure her out the back door of the shop in which she and her friends are holed up defending a powerful alien artifact. Moments later, she accepts that her dead mother needs her to hand over said artifact. Needless to say, it's not really her dead mother.
- In Don't Look Now, a father thinks he is seeing the spirit of his dead daughter and tries to track her down throughout the film. When he finally tracks down the hooded figure it turns out to be the serial killer mentioned on the radio earlier.
- In The Devil's Tomb, a Nephilim imprisoned in a tomb causes nearby people to experience hallucinations to either lure them to their deaths or drive them crazy until they are vulnerable to possession. The hallucinations are often of friends or loved ones; in one man's case, it was a naked woman.
- In Spaceballs, Dark Helmet manages to lure Princess Vespa out of Yogurt’s home by using the schwartz to disguise himself as her father, King Roland.
- In Event Horizon, the ship exploits the fear and guilt of the crew to manipulate them. Peters is tricked into falling to her death by a vision of the Littlest Cancer Patient son she left behind on Earth.
- The Will-o'-the-Wisp, in Celtic folklore, is a ghost which supposedly drowns people walking in swamps at night by walking over deep water so people think it's shallow.
- Russian folklore tells of a fairy which lures people away from paths in the forest by sounding like a person.
Live Action TV
- The main plot of The Outer Limits (1995) episode "If These Walls Could Talk" concerns a house "infected" by an alien substance. Not only does the house absorb people into its structure, it's able to regurgitate Doppelgangers of those people to lure in their friends and loved ones when they come searching for answers.
- The Doctor Who episode "The Lodger" features random passers-by lured into a two-flat by various poorly-lit characters, with much screaming and electrocuting as the result. The flat is a space ship searching for a compatible pilot, using images of humans in distress to lure people in and compel them to take control of the craft, usually with grisly consequences.
- Subverted many times in Lost, starting in the pilot with visions of Jack's father. While the apparitions always require the character to do incredibly ill-considered and dangerous things (such as climbing treacherous rock faces, stealing babies or attacking each other), doing what the spirit says is often beneficial in the long run.
- The Red Dwarf episode "Psirens" is one long exploration of this trope: the Psirens are able to read the minds of their prey and create a personalized hallucination to lure them to their doom. Lister, for instance, sees an image of his beloved Kochanski and their two sons in mortal danger on the planetoid below. Kryten recognizes the Psiren as such but is unable to disobey his programming when the Psiren imitates his creator and orders him to climb into the waste disposal unit.
- Star Trek is full of these.
- In the Next Generation episode "Interface", Geordi LaForge is directly manipulating an experimental probe by means of his ocular implants. While exploring a downed vessel, the Raman, Geordi encounters a vision of his mother, who urges him to bring the vessel's wreckage deeper into the atmosphere.
- In "Eye of the Beholder", both Deanna Troi and a crewman relive a telepath's buried memories embedded into a portion of the Enterprise during its construction. Both attempt suicide following the discovery of their lover's infidelity, in accordance with the memory. The crewman succeeds, but Troi is saved by timely intervention from Worf.
- In the Voyager episode "Coda", Kathryn Janeway experiences several disturbing "deaths" before finally encountering a vision of her father. Admiral Janeway informs Kathryn that she's dead, and he's here to accompany her to the next life via a tunnel of light. While she nearly follows the spirit, Janeway's desire to stay with her crew turns to increasing suspicion of her "father" and his motivations, who is revealed to be a hostile alien that feeds on the consciousness of any mortally-wounded life form by luring it into its lair.
- In Lexx, a gift from an alien species causes each member of the crew to experience hallucinations designed to evoke jealousy. Stanley discovers Xev and Kai together in bed, while Xev stumbles upon Stan and Kai in the same position. Enraged, they come within seconds of murdering each other before the real Kai intervenes.
- In Rose Red, the ghost of Sukeena lures the professor into the woods, where he's killed by his insane intern.
- In the Supernatural episode "What Is And What Should Never Be" (S02, Ep20), Dean follows a woman in white which leads him to realize something is wrong in his new reality.
- In The Flash (2014) episode "The Present", Savitar tricks Cisco into opening the box containing his essence by projecting an image of his dead brother Dante.
- Played for laughs in the Discworld novel Going Postal. The Ankh-Morpork Post Office wraps unsuspecting postmasters entirely in a beguiling vision of the building's opulent past. Unfortunately for them, this includes images of floors and walkways that have long since rotted away. Moist von Lipvig nearly takes a very long tumble stepping onto a balcony that had long ago ceased to be.
- Gorlim in The Silmarillion refuses to believe that his wife Eilinel, who went missing during Gorlim's absence in the war against Morgoth, is dead. Sauron uses this belief against Gorlim by creating a vision of Eilinel as bait inside Gorlim's house. Gorlim enters and is immediately captured by Sauron's orcs, and eventually tortured into revealing the location of Barahir.
- Deltora Quest has one extended over three books, and on the other end of a magic crystal for long-distance communication. An illusion created by the Big Bad pretends to be Jasmine's (nonexistent) sister, enslaved in the Shadow Land. It persuades Jasmine to break from the other heroes to go to the Shadow Land on her own to rescue it.
- This is the basic principle by which a Darke Domaine in Septimus Heap works: By creating an illusion that one of your loved ones is there, inside the Domaine.
- Happens sometimes in Horus Heresy:
- In False Gods, when Horus lies in a Chaos-poison induced coma, he's visited in his dreams by his fallen friend, Sejanus. Or at least, that's what it seems - it's actually Erebus disguising himself through warpcraft as Sejanus to lure Horus into Chaos' tender embrace.
- In Know No Fear, one of the soldiers is often visited by his bride beckoning him to come with her - only it's actually a Chaos-thingy trying to lure him into cultists' arms. Thankfully, both his friend and Oll Parsson stop him in time, as one sees the "bride" as a terrifying monster and the other as raw Warp-stuff.
- Subverted in Deathfire, when during a Gellar Field breach, Numeon and Zytos see the figure of their Primarch walking about the ship (they're transporting his corpse, but Numeon's adamant he'll raise from the dead) and chase after him, overjoyed. It is, in fact, a daemon leading them to their death - but it seems that at the last moment, Vulkan somehow takes over the apparition, as it warns them away from the trap.
- This is a hazard when crossing the boundary in The Sword of Truth. Since the boundary is part of the underworld that has been uprooted, the shades of one's deceased loved ones beckon them to the other side. You're more susceptible to their tricks if you are weak and in despair.
- In Woundhealer's Story, one of the main characters keeps seeing tantalizing hints of a specific girl he vaguely recognizes. Every time he comes across evidence of her, it mysteriously turns into a mundane material that has reason to be there already. Hair caught in a rough bush turns to spiderweb in his hands, fabric turns to moss, etc, and each time he is drawn further into the forest. Only after he's magically paralyzed by an enemy does he realize the entire thing had been an evil enchantment designed to lure him there.
- The sorceress Zandramas uses this against Ce'Nedra in The Malloreon to cheat her out of valuable information. After magically luring her away from the group, she disguises herself as Ce'Nedra's handmaiden, holding her kidnapped son. Throughout it, Ce'Nedra is fully aware that the woman she's seeing is dead and her son is far away, but is forced to be so deliriously happy about seeing her "baby" again that she has to go along with it.
- Subverted in Hamlet where Horatio and the soldiers think the ghost of Hamlet's dad might be leading him into a trap, but ultimately it just wants to tell Hamlet how he died and ask him to take revenge.
- In the final chapter of Super Paper Mario, this is parodied, as the shapeshifter Mimi appears before you disguised as Merlon and Merlee, both of which are so ridiculously obvious that if you keep talking to her, she'll lampshade the Stupidity Is the Only Option of this situation, as Mario falling for her extremely obvious trap is the only way to progress.
- In the Circle Tower quest of Dragon Age: Origins, each companion who you bring with you is trapped in a personalised dream. It's only because you break out of yours, by killing a dream-Duncan that you're able to rescue them. They wouldn't leave otherwise. Protip: It's worth rescuing them. They help you against the boss of the Circle Tower if you do.
- Notably, Morrigan is entirely unconvinced, being both well-versed with demons of the fade as a mage, and thoroughly cynical to boot. She even criticizes the demon's poor impersonation of Flemeth.
- In Final Fantasy V, Siren attempts to use images of the heroes' loved ones in order to get them to lower their defenses and steal their souls. It ultimately fails because Galuf has Easy Amnesia.
- Final Fantasy XII toys with this trope. Both Vaan and Ashe see recurring silent visions of dead loved ones, apparently urging them to pursue the deifacted nethicite. Eventually, Vaan lets go of his anger over his brother's death and stops seeing him, while Ashe and the rest of the party discover later that the visions were just illusions sent to guide her to use the nethicite as a weapon, and not actually ghosts.
- Mass Effect 3 has Shepard plagued by dreams of a young boy they saw die when the Reapers hit Earth. Shepard runs after him through an eerie forest filled with indistinct ghostly shapes and, with each dream, more voices of dead comrades. The presence of the distinctive Reaper drone doesn't help. In the first couple of dreams, it's the spirit who meets a nasty fate while Shepard watches, unable to help. The third? He runs into the arms of another Shepard, and they both smile at the real one while slowly burning alive.
- In Silent Hill 2, James is in town to meet his wife, who he knows has been dead for years.
- In Silent Hill: Homecoming this trope is inverted. Alex doesn't remember that Joshua is dead because of his insanity, and spends the game chasing what he thinks is his living brother, but is actually a manifestation created by the titular town to force him to accept the truth of his brother's fate.
- In Shadows of the Damned, Garcia chases Paula around like this for the first few levels.
- In Until Dawn, you can choose to investigate the sound of someone who sounds like Jessica crying for help in another mineshaft. As this decision violates pretty much every rule in the book on how to not die in a horror movie, the character you send down there if you do choose to fully investigate (either Ashley or Chris) will meet a predictable end.
- In Evon, Evon - upset after she thinks she's been blown off by Hero - storms off by herself and runs into... her father. Who has been dead for over a decade. Evon is so emotionally punch drunk she simply embraces "him." "He" turns out to be a "blank" - a summoned demonic creature in disguise. She gets to be freshly traumatized when the creature, still in the guise of her father, is slaughtered by Hero.
- In Avatar: The Last Airbender, the Foggy Swamp is a strange place where the barriers of time have no meaning, allowing visitors to see visions of people from their past and future. Sokka chases after a vision of Yue who accuses him of letting her die. Katara pursues what she believes is her long dead Missing Mom, and breaks down crying when she finds only a tree stump. Aang on the other hand sees someone he hasn't met yet: his future Earthbending teacher and companion Toph.