Purpose-Based on the theory of limited attention,the purpose of this paper is to investigate whether the investor behavior is influenced by attention,using the sample from eing announcement in China.Design/methodology/approach-Empirical research using the eing announcement data in China.Specifically,the authors use the sample from 2005 to 2010 in listed A-share firms with eing announcements in Shanghai and Shenzhen stock market.Panel data regressions are used with Newey and West (1987) to correct for the potential heteroskedasticity and autocorrelation.The empirical results strongly support the hypothesis that limited attention impact investor behavior in China.Findings-The authors find that the immediate price and volume reaction to eing surprise is much weaker and post-announcement drift is much stronger when a greater number of firms make eing announcements on the same day.The authors explain these findings mainly from behavioral bias.When investors process multiple information signals immediately or perform multiple objects simultaneously,their attention will be allocated selectively due to cognitive constraints.Such limited attention causes severe underreaction to immediate eings announcement,therefore leads to mispricing abnormal related to public accounting information.In the long-run,the market adjusted and there is post-announcement drift.Research limitations/implications-Consistent with Hirshleifer et al.(2009),the findings in this study indicate that individual investors’ behaviors are influenced by their limited attention in China.The results are different from Yu and Wang (2010) conclusions that same-day concentrated announcement help investors and facilitate information dissemination in China.The findings are explained by the investor distraction hypothesis proposed by Hirshleifer et al.(2009) that investor distraction causes market underreaction.Practical implications-The arrival of simultaneously extraneous eing information cause market prices and trading volume to react slowly to the relevant news about a firm because competing information signals distract investor from a given firm,causing market price to underreact to relevant news.These finding help us understand investor behavior and the impact of limited attention on security market.Social implications-Investor limited attention not only affects their stock-buying behavior,but also has an important impact on the efficiency of security market.Specifically,limited attention drive immediate underreaction to eing announcement and the post-eing announcement drift,especially when a greater number of same-day eing announcements are made by other firms.Originality/value-Limited attention affects security market in China.