diff --git a/select2.js b/select2.js
index da057400..638d33a7 100755
--- a/select2.js
+++ b/select2.js
@@ -1000,7 +1000,10 @@
 
         // abstract
         getPlaceholder: function () {
-            return this.opts.element.attr("placeholder") || this.opts.element.data("placeholder") || this.opts.placeholder;
+            return this.opts.element.attr("placeholder") ||
+                this.opts.element.attr("data-placeholder") || // jquery 1.4 compat
+                this.opts.element.data("placeholder") ||
+                this.opts.placeholder;
         },
 
         /**