jQuery: get data attribute

Question

In my html I have a span element:

This is a

Answer 1

1. Try this: .attr()

  $('.field').hover(function () {
    var value=$(this).attr('data-fullText');
  $(this).html(value);
});

DEMO 1: http://jsfiddle.net/hsakapandit/Jn4V3/

2. Try this: .data()

$('.field').hover(function () {
    var value=$(this).data('fulltext');
  $(this).html(value);
});

DEMO 2: http://jsfiddle.net/hsakapandit/Jn4V3/1/