Behavior change is central to medical and public health interventions, such as the use of hearing protection and the adoption of hearing aids. The COM-B Model provides a simple and useful framework to help us understand relationships among capability, opportunity, and motivation (COM), how they influence each other, and their effect on health behavior (B). This session will examine direct-to-consumer (DTC) hearing aids, widely embraced by policymakers as a panacea for increasing hearing aid adoption through improved accessibility and affordability. We will use the COM-B Model to demonstrate that these are only two of several factors that affect consumer behavior in a meaningful way. We will discuss additional influential motivational and behavioral factors that must be addressed to increase demand for hearing health care services and hearing aid adoption among consumers.