Inside the object's initializer, "this" refers to the execution context of the current executable function, which is the function in which your call to roundCountdown is executed, or (and this is what I would most likely assume) the global context by default if the call is not located inside the function.
You can solve your problem as follows:
$(".countdown").each(function() { var start = $(this).attr('data-start'), end = $(this).attr('data-end'), time = $(this).attr("timezone"); $(this).circularCountdown({ startDate: start, endDate: end, timeZone: time }); });
jQuery each method allows you to pass a function to initialize each of your elements in turn, with access to the element that is currently initialized through "this".
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