jQuery: get data attribute

Question

In my html I have a span element:

This is a

Answer 1

You could use the .attr() function:

$(this).attr('data-fullText')

or if you lowercase the attribute name:

data-fulltext="This is a span element"

then you could use the .data() function:

$(this).data('fulltext')

The .data() function expects and works only with lowercase attribute names.