Jquery attribute contents a paragraph which has " ' sings. When i want to alert it output contents only up to first " sing in the paragraph. others are missing. why and how to avoid that. In php i solved it using htmlspecialchars function. What is the function in Jquery to do it?
updates : The attribute values comes from mysql database. sample string as follows
One person height is 5'5" the other one is 12" less then him.
<div id="dataview" class="col-md-9">
    </div>
 $(window).load(function() {
   $.ajax({
     url: '<?php echo base_url(); ?>' + 'main/data',
     dataType: "JSON",
     type: "POST",
     success: function(retdata) {
       $.each(retdata, function(i) {
         var content = '<div class="target btn-default" prop-content="' + retdata[i].content + '">' + retdata[i].content;
         $("#dataview").append(content);
       });
     }
   });
 });
 //Using event delegate   
 $(function() {
   $("#dataview").on('click', ".target", function() {
     var prop = $(this).attr("prop-content");
     alert(prop);
   });
 }); 
    