jQuery if checkbox is not checked issue

I am having an issue picking up when a checkbox is not checked.

Here is my sample code:

$(".get-the-look ul input").click(function(){
    if("this:checked") {
        var product = $(this).attr('alt');

        $("#bob div").remove('.'+product);
    } else {
        alert('asdasd');
    }
});

But the alert (if the checkbox isn't checked) never fires... The 'else' never kicks in no matter what state the checkbox is in?

I don't see where I am going wrong.

Answer

you can't pass this:checked as a string - it won't work as it will be interpreted as a string and always evaluate to true

use $(this).is(':checked') instead