discourage
Definitions
To cause someone to lose confidence or enthusiasm.
To attempt to persuade someone against a particular course of action.
To prevent or seek to prevent something by showing disapproval or creating difficulties.
Examples
The high cost of tuition may discourage some students from applying to the university.
Do not let a few initial failures discourage you from pursuing your dreams.
The new security measures were implemented to discourage shoplifting in the store.