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$('.hover-bgc').hover( function() {
    $(this).attr("data-hover-bgc-original", $(this).css("background-color"));
    var parentSpec = $(this).parent('.hover-bgc-parent').attr('data-hover-bgc-child');
    var newColor = ((typeof parentSpec !== typeof undefined) && (parentSpec !== false)) ? parentSpec : $(this).attr('data-hover-bgc');
    $(this).css({ "background-color" : newColor});
}, function() {
    $(this).css({ "background-color" : $(this).attr('data-hover-bgc-original') });
});