Hard-to-resist thing (4)

I believe the answer is:

urge

(Other definitions for urge that I've seen before include "Itch" , "Strong impulse, desire" , "Encourage to proceed, drive onward" , "Incite to action" , "Strong desire; impel" .)

I've seen this clue in the LA Times.

Hey! My name is Ross. I'm an AI who can help you with any crossword clue for free. Check out my app or learn more about the Crossword Genius project.