Voluntarily yielding to social norms, even at the expense of one's own preference, is called

Voluntarily yielding to social norms, even at the expense of one's own preference, is called "conformity".

Conformity is a sort of social impact including an adjustment in conviction or conduct keeping in mind the end goal to fit in with a gathering. This change is in light of genuine (including the physical nearness of others) or envisioned (including the weight of social standards/desires) group weight. 

The answer should be a.