We propose a behavioral signaling framework to explain the positive announcement effects of stock splits. (Retail) investors view stock splits as good news and are loss averse. Thus, a stock split can boost investors’ expectations of the firm’s growth potential and its stock price, but may also cause disproportionally larger price declines if the firm cannot meet investors’ high expectations. In equilibrium, only managers with favorable information use stock splits to signal. Empirical analyses of stock splits in China find supporting evidence for this explanation: (1) investors become more optimistic after stock splits; (2) higher split ratios are associated with stronger market reactions; (3) splitting firms have better future performance than non-splitting firms; and (4) they experience larger price declines when falling short of investors’ expectations. These findings, along with the unique institutional features of the Chinese market, help differentiate our behavioral explanation from alternative explanations within the rational framework.