It's basically saying that the more you think of yourself, the higher quality you think you deserve, and if you are 'the smaller man', or the man who is humble, you know that comfort is more important than quality or price.
The superior man loves quality; the small man loves comfort implies that a person of higher moral character values excellence and virtue, while a person of lesser character prioritizes personal gratification and convenience.
This concept is reflected in teachings from Confucianism that emphasize the importance of integrity, righteousness, and self-improvement for individuals to reach a higher level of morality.
By focusing on virtues and self-cultivation, the superior man aims to embody noble qualities within themselves, whereas the small man seeks validation and rewards from external sources.
The quote illustrates the distinction between individuals who prioritize virtue and ethical quality (the superior man) and those who seek comfort and convenience (the small man). This philosophy, associated with Confucius, encourages the pursuit of higher moral values over mere physical ease. Ultimately, it underscores the importance of character and principles in defining nobility rather than superficial comfort.
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