Answer: Conscience
Our conscience is the emotional and rational reactions we have due to our moral conduct. It is the good feeling we get when we perform something that we consider to be good, and viceversa. It is deeply personal and it is formed through our life experiences, our culture, and several other factors.
Conscience is often referred to as our "inner voice" or as a "moral compass." This comparison with a compass is due to the fact that most people use their conscience as a way to orientate themselves when they feel they are off course.