SB 10.63.42
yas tvam visrjate martya
atmanam priyam isvaram
viparyayendriyarthartham
visam atty amrtam tyajan
Translation:
That mortal who rejects You — his true Self, dearmost friend, and Lord — for the sake of sense objects, whose nature is just the opposite, refuses nectar and instead consumes poison.
Purport:
The person described above is pitiable because he rejects that which is actually dear, the Lord, and accepts that which is not dear and is ungodly: temporary sense gratification, which leads to suffering and bewilderment.