At present，the incentive mechanism of crowdsensing is mostly based on traditional economics，while the study of behavioral economics shows that users do not always pursue the maximization of their economic utility because of loss aversion，and the incentive mechanism based on traditional economics can not fully and effectively motivate users． Therefore，an incentive mechanism based on loss aversion (LA-RAIM) was designed． This mecha- nism sets reward factor based on user's loss aversion． By giving users additional rewards during the incentive time， users feel that they will lose if they do not participate in the system，so as to motivate more users to participate． Compared with the classical RVA-IM，the simulation results show that LA-RAIM can not only increase the number of participants，but improve the platform utility and user average utility．