Attention is a scarce cognitive resource. This paper constructs an evaluation system for stock names through four dimensions，namely，smoothness，informativeness，product representativeness，and familiarity. It is found that stocks with different name scores have significantly different IPO first day returns and short-term post-IPO returns. From the perspective of investors’limited attention，this paper finds that better stock names help to attract individual investors，and this impact is more profound for stocks with high proportion of individual investors. Tests on trading behavior shows that institutional investors take advantage of individual investors’limited attention and conduct opposite transactions against individual investors. As stock trading information increases，the return and trading anomaly will change over time. This paper shows that the trading behavior of individual investors can be biased by their cognitive limitations，and institutional investors would conduct trading games based on the cognitive biases of individual investors.