Pest behavior studies are important to inform the periods when the pest is more exposed to pesticide. This study aimed to evaluate the movement and feeding of Helicoverpa armigera larvae in the first three instars during the reproductive phase of cotton. First, larval behavior was evaluated with a completely randomized design in a 3 × 5 factorial design with eight replications. The treatments were the instars versus behaviors (crawling, resting, waving, eating and dropping-off). In addition, another 3 × 6 factorial design with eight replications was performed to evaluate the plant region most preferred by the caterpillars. The treatments were the instars versus six parts of the plant (abaxial surface, adaxial surface, on floral bud, internal surface of bract, petiole, and terminal growth). Then, the period of the day when caterpillars are more active was also evaluated by a 3 × 2 factorial essay. The treatments were the instars versus periods of the day. Eating and resting are the most frequent behaviors for all instars. The plant regions preferred by the caterpillars for crawling are on the floral bud and the adaxial face of the leaf. There is no preferred period of the day for eating, resting, waving or dropping-off. Caterpillars (until the third instar) prefer to walk in the morning and other behaviors can occur at any period. Therefore, sprays should preferably occur in the morning, and the insecticide drops/spray should reach the flower buds and the adaxial surface of the leaves to contaminate the larvae.