[ QUOTE ]
Villain is loose pre-flop (around 54%) but fairly (but not totaaly) passive post-flop.

Party Poker 5/10 Hold'em (6 max, 6 handed) converter

Preflop: Hero is CO with K[img]/images/graemlins/spade.gif[/img], J[img]/images/graemlins/club.gif[/img].
<font color="#666666">2 folds</font>, <font color="#CC3333">Hero raises</font>, <font color="#666666">2 folds</font>, BB calls.

Flop: (4.40 SB) Q[img]/images/graemlins/club.gif[/img], J[img]/images/graemlins/diamond.gif[/img], 9[img]/images/graemlins/heart.gif[/img] <font color="#0000FF">(2 players)</font>
BB checks, <font color="#CC3333">Hero bets</font>, BB calls.

Turn: (3.20 BB) 8[img]/images/graemlins/heart.gif[/img] <font color="#0000FF">(2 players)</font>
<font color="#CC3333">BB bets</font>, Hero calls.

River: (5.20 BB) J[img]/images/graemlins/spade.gif[/img] <font color="#0000FF">(2 players)</font>
<font color="#CC3333">BB bets</font>, Hero . . .

Call or raise?

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This hinges on why you called the turn. If you called the turn because you thought you were good, then raise. If you called the turn strictly to hit a gutshot 10, then fold.

If you have no idea why you called the turn, then calling might be the best river option.