$(this) does not apply to the element on which the jRate function is jRate .
You can use a selector if there is only one element having this class
$('.star-rating').jRate({ startColor : '#ccc', endColor : '#ccc', readOnly : true, rating : $('.star-rating').data('star-rating') });
For multiple items:
Iterate over all elements that have a star-rating class and bind the jRate plugin individually using the rating value of the corresponding element.
$('.star-rating').each(function () { $(this).jRate({ startColor: '#ccc', endColor: '#ccc', readOnly: true, rating: $(this).data('star-rating') }); });
JSFiddle Demo I did not find the CDN link of this plugin, so the added mini-code in the JavaScript panel itself
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