Along with attempts to engage with the LGBT community, researchers have found gender disagreements among products with respective consumers. For instance, a gay male may want a more feminine product, whereas a lesbian female may be interested in a more masculine product. This does not hold for the entire LGBT community, but the possibilities of these differences are far greater. In the past, gender was seen as fixed, and a congruent representation of an individual's sex. It is understood now that sex and gender are fluid separately. Researchers also noted that when evaluating products, a person's biological sex is as equal is a determinant as their self-concept. As a customer response, when the advertisement is directed towards them, gay men and women are more likely to have an interest in the product. This is an important factor and goal for marketers because it indicates future loyalty to the product or brand.