Cotton bollworm (Heliothis zea) thresholds, ranging from complete protection, beginning at initial bloom, through nontreatment were evaluated for the major late July to early August generation in Clayton (1984-87) and Gibson (1985), North Carolina. Net returns above the untreated checks averaged $174.33, $170.30, and $140.40 per acre for the egg (2 per 100 fruit; 12 per 100 terminals), bloom, and larval (4% live bollworms on squares; 2% larvae on bolls) thresholds, respectively, with cotton priced at $0.65/lb lint and $6.50 for insecticide + application costs. The egg threshold remained the most profitable option over a wide range of cotton prices, application costs, and yield levels. Additionally, an egg threshold response would appear to minimize selection for pyrethroid resistance, as Daly et al (1988) reported that resistant populations of Heliothis armigera were susceptible to pyrethroids as 0 to 3-day-old larvae.