$( "div" ).data( "role" ) === "page"; $( "div" ).data( "lastValue" ) === 43; $( "div" ).data( "hidden" ) === true; $( "div" ).data( "options" ).name === "John";
<div data-role="page" data-last-value="43" data-hidden="true" data-options='{"name":"John"}'></div>