If you are going to use a selector more than once, it's good to store them in a variable to avoid selecting every time. In this case, this variable should probably be a constant outside of the function, but I think you get what I mean. This also goes for `$(this)`. Instead of using `$(this)` everytime you need to refernce the target object, just have `var $this = $(this);` at the beginning of the function.