In Saturday’s WSJ (registration required), Paco Underhill highlighted what he deemed the “priceless” “studies of consumer culture”.

Here are Paco’s five picks:

1. Bobos in Paradise by David Brooks
2. Cheap by David Bosshart
3. Not Buying it by Judith Levine
4. Futureshop by David Nissanoff
5. Design for Effective Selling Space by Joseph Weishar