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Verb: lead on
  1. Entice or induce especially when unwise or mistaken
    "The con artist led on the unsuspecting victim"
     
  2. Be false to; be dishonest with
    - deceive, delude, cozen [literary]

Derived forms: leads on, led on, leading on

Type of: entice, lure, tempt, victimise [Brit], victimize