You can find the selected option element using the :selected selector and then get the value of the data attribute
jQuery('#choose').change(function (event) {
jQuery('#price').html(jQuery('#choose option:selected').attr('data'));
}).change(); //to iniitize the value on load
Demo: Fiddle
But it will be better to use a data-* attribute
<select id="choose">
<option value="test1" data-value="4.00">Test1</option>
<option value="test2" data-value="6.00">Test2</option>
<option value="test3" data-value="7.00">Test3</option>
</select>
<div id="price"></div>
then
jQuery('#choose').change(function (event) {
jQuery('#price').html(jQuery('#choose option:selected').data('value'));
}).change();
Demo: Fiddle