OBJECTIVES: Community pharmacists have experienced challenges providing medication counseling to patients. Literature suggests there are disconnects that exist in the pharmacist-patient relationship. The application of the Health Belief Model (HBM) could help identify what drives an individual to pursue medication counseling. The objectives of this study are to (1) explore relationships between variables that influence the likelihood to participate in medication counseling (2) identify predictors of an individuals likelihood to participate in medication counseling. METHODS: A cross-sectional survey design using convenience sampling. The survey was tested for both construct validity and internal reliability. There were 448 participants identified in Ohio, Michigan, Indiana, and through crowdsourcing service Amazon Mechanical Turk. The study was evaluated through the application of the HBM. Patient perceptions were explored using 39 items measured on either a 4 or 5-point Likert-scale. RESULTS: There were relationships identified between perceived benefits, perceived barriers, cues to action, and future likelihood. There was a positive correlation found between cues to action and perceived benefits with medication counseling, (Pearson r = .429; p <.05). Negative correlations were found between cues to action and perceived barriers, (r = -.239; p <.05). A multiple linear regression (F = 130.94; P <.0001, R= 0.593) was performed to predict likelihood based on the constructs of the HBM. Perceived susceptibility, cue to action, barriers, and benefits, were found to be significant predictors of an individuals likelihood. CONCLUSIONS: The model suggests disconnects in the pharmacist-patient relationship may be explained by lack of participation by patients; which causes patients to perceive more barriers and less benefit to counseling. An emphasis must be placed on ensuring patients participate in some level of medication counseling during every purchase. Pharmacists should engage patients in conversation beyond basic medication information to improve patient participation in counseling; as this should increase the benefit a patient perceives and ultimately future participation.