Selecting custom data attributes in JQuery

Question

I have a list here

<ul id="demo2" data-name="demo2">
    <li data-value="here">here</li>
    <li data-value="are">are</li>
    <li data-value="some...">some</li>
    <!-- notice that this tag is setting a different value :) -->
    <li data-value="initial">initial</li>
    <li data-value="tags">tags</li>
</ul>

Where each li item has a custom data attribute. On JQuery how would get all of the values of each li element which has an attribute of data-value? I want to get their value.

but this code of mine doesn't seem to be working

        $('#view-tags').click(function(){
            $('li[data-value]').each(function(){
                alert($(this).data("value"));
            })
    });

The whole code on jsfiddle: http://jsfiddle.net/Zn3JA/

Answer 1

$(this).attr('data-value') 

should also work.