Transcript for How Your Brain Reacts to Barbeque
one. We're going on a culinary journey to south by southwest in Texas to find out what happens when you mix the biggest flavor with the brightest minds. Here's ABC's Rebecca Jarvis. Reporter: When it comes to barbecue, you don't mess with Texas. Austin is known for serving up some of the best. Pit masters kicking up the spices to compliment one of America's favorite food groups. Barbecue sauce alone a $400 million indury alone. Thousands flock to find the next big thing in technology. So why not combine the two. Brain on barbecue. Reporter: Welcome to the lab that will map your brain waves while you dine. Using an HD headset to figure out what's happening to your brain when you eat barbecue. Reporter: This device meant to pick up how much flavor I can detect in each dish. Now it's time to dig in. A ton of these little squiggles. It's really high right now. Reporter: I'm picking up on even more in the second course. Time for some coleslaw. And when I bite into the barbecue. Look at how high it is. Yeah yours is pre Reporter: G.e. Is hoping to use the data to see if science can find that perfect barbecue recipe. And I'm more than willing to help along their research. For "Nightline," I'm Rebecca Jarvis in Austin.
This transcript has been automatically generated and may not be 100% accurate.