discourage
Pronunciation: /dɪsˈkʌrɪdʒ/
verb
- cause (someone) to lose confidence or enthusiasm: tedious regulations could discourage investors
- prevent or try to prevent (something) by showing disapproval or creating difficulties: the plan is designed to discourage the use of private cars
- persuade (someone) against an action: we want to discourage children from smoking
Origin:
late Middle English: from Old French descouragier, from des- (expressing reversal) + corage 'courage'