Importantly, human artists don’t need to be conscious of this motive.27 Humans, as we’ve seen many times throughout the book, are adept at acting on unconscious motives, especially when the motive in question (e.g., showing off) is antisocial and norm-violating. What’s important isn’t whether we’re aware that we’re using art as a fitness display, but rather the fact that art works as a fitness display. It serves a useful and important purpose, both to artists and consumers, so we shouldn’t be surprised to find ourselves endowed with instincts both to make and enjoy art.
