title: How would one get a custom attribute with Jquery
body: <p>We have a custom attribute on checkboxes in this case called data-ref.</p>
  
  <p>How would one get the value. This did not work.</p>
  
  <pre><code>this.attr('data-ref');
  </code></pre>
  
  <p>Any ideas,</p>
  
  <p>Marvellous</p>