Its all about social status and peer pressure. Most marketing tends to revolve around this.
Of course creating a need where there isn't any works as well.
I reread all of China Mieville this year and enjoyed it more than I thought I would.
I also enjoyed reading Nick Harkaway. A brilliant writer if ever there was one.
Chinaman is a must read if you are a fan of cricket.
I quite liked the following
1) Angelmaker
2) Gone away world
3) The Hobbit
4) Fables the comic seriers
Non fiction
1) Steve Jobs
2) Thinking fast and slow
Diamond Age is recommended. You might also like Little Brother by Doctorow.
I would recommend anything by China Mieville.
Take a look http://blog.kaipakartik.com you might find something you want to read.