title: Getting a data attributes value from a div one step above
body: <p>In the following scenario, how do i get the value of <code>data-kush</code> when I click on the readMore link?</p>
  
  <p>There are more products displayed the same way, and I need to display the value of the data-kush that is above the readMore link that is clicked.</p>
  
  <p><a href="http://jsfiddle.net/fge72ma9/" rel="nofollow">http://jsfiddle.net/fge72ma9/</a></p>
  
  <pre><code>&lt;div&gt;
  &lt;div class="product itemName" data-kush="9a7e96cb9b72fb8c526961e7366bf1a8"&gt;
      Norwegian Kush
  &lt;/div&gt;
  
  &lt;div class="moreInfo"&gt;
      &lt;span class="readMore"&gt;Click to read more...&lt;/span&gt;
  &lt;/div&gt;
  &lt;/div&gt;
  
  &lt;div&gt;
  &lt;div class="product itemName" data-kush="fb8c526961e7366bf1a8"&gt;
      Bubba Kush
  &lt;/div&gt;
  
  &lt;div class="moreInfo"&gt;
      &lt;span class="readMore"&gt;Click to read more...&lt;/span&gt;
  &lt;/div&gt;
  &lt;/div&gt;
  </code></pre>
  
  <p><strong>jQuery</strong></p>
  
  <pre><code>$('.readMore').click(function() {
      alert($(this).closest('.itemName').data('kush'));
  });
  </code></pre>
  
  <p>The above is what I thought would work, but does not. Can you help?</p>