I am looking for a word or phrase to describe the act of taking consumers away from one existing standard/norm in favor of an alternative.

For example: 3D printing will take away consumers from manufacturers and put the manufacturing into individuals hands.


"win over" or "convert".

3D printing will win over consumers and put the manufacturing into individuals hands.

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    I like convert. In the sense that 3D printing will convert consumers into becoming their own manufacturers. – TryTryAgain Mar 6 '14 at 19:43

poach — 2c: to attract (as an employee or customer) away from a competitor

3D printers are poaching customers from manufacturers.

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    I think poaching is most commonly used in the industries I have been involved with. – RyeɃreḁd Mar 6 '14 at 22:26
  • The term poaching is used where there is a policy or tradition to not do that, just like in hunting, where poaching is hunting in prohibited areas. It doesn't apply here. Poaching is a nefarious and deplorable practice. There is no such connotation here. And machinery can't poach. – Phil Sweet Dec 15 '17 at 15:07

Before winning them, they must be lured to or enticed by your product: to attract, or tempt; allure; to draw by appealing to the emotions or senses, by stimulating interest, or by exciting admiration; allure; invite: to attract attention; to attract admirers by one's charm.

Aptus's U.S. clinical study of the product lured some top vascular doctors, including study co-directors Ronald M. Fairman, a University of Pennsylvania vascular surgery professor, and vascular surgeon Manish Mehta of Albany Medical Center in New York. - WSJ

...purchases are based off of appearance, and whether or not the consumer buys a product depends on if the appearance of the product enticed them enough. - courseportfolio.org

  • Those are really great! +1 – TryTryAgain Mar 6 '14 at 20:14

Cannibalization marketing

In marketing strategy, cannibalization refers to a reduction in sales volume, sales revenue, or market share of one product as a result of the introduction of a new product by the same producer.

  • That's great to know. Thanks. I work in IT at an ad agency and I'll now feel more knowledgeable when talking about this kind of thing. – TryTryAgain Mar 6 '14 at 20:07
  • This question isn't about cannibalization. Note the part about "same producer" in the definition. – Phil Sweet Dec 15 '17 at 15:48
  • @PhilSweet Ever hear of the Osborne effect, that was just the announcement of a new product from the same producer. – Elliott Frisch Dec 15 '17 at 17:16

Where I work, we use the phrase "stealing market share."


Here are some alternatives:

3D printing will steer consumers away from manufacturers and put the manufacturing into individuals hands.

3D printing channel influence away from manufacturers and into individuals hands.

3D printing will sway consumers away from manufacturers and put the manufacturing into individuals hands.

Also, the word "dissuade" might be applicable somehow.


I like poaching best, already answered, but depending on context you might try parasitising.

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