You may have to expand your statement a little more before you get an exact answer. What do you mean exactly by 'shallow behavior'? Also, when you say 'commercial ones', do you mean the popular ones on TV, movies? If so, you can use 'mainstream' to indicate well known people. Yes, 'shallow' represents a derogatory perspective in this case. Another good word is "vain" - meaning its all about appearance. I hope this helps.