Science Examines Why Your Brain Loves BBQ

Chemical engineers in Austin, Texas study brain reactions to flavorful food using an EEG headset.
1:29 | 03/23/15

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Transcript for Science Examines Why Your Brain Loves BBQ
Finally tonight, regardless of where you live, north, south, east, or west, there's one thing we can agree on, barbecue tastes good. Now scientists are working on why we love it so much. Rebecca Jarvis with what happens when the smoke and sauce kick in. Reporter: When it comes to barbecue, you don't mess with Texas. Austin is known for serving up some of the best. Barbecue sauce alone, an over $400 million a year industry in the U.S. Austin is also home to the south by southwest festival. Where thousands flock to find tomorrow's next big thing in technology. So why not combine the two? This is your brain on barbecue. Reporter: Your brain on barbecue. That's right. Reporter: Welcome to the tasty lab that will map your brain waves while you dine. We're using an eeg headset to try to figure out what's happening to your brain when you eat barbecue. Reporter: This device, meant to measure how much flavor I can pick up in each dish. Very attractive, I'm sure. That's right. Reporter: Now it's time to dig in. And when I bite into the barbecue -- look at how high it is. Yeah, yours is pretty high. Reporter: G.e. Is hoping to use the data to analyze how our brains react to different flavors. And to see if science can find that perfect barbecue recipe. Mmm! And I'm more than willing to help along their research. Rebecca Jarvis, ABC news, Austin. That's definitely new to us.

This transcript has been automatically generated and may not be 100% accurate.

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