[Transference]

Value bet the river when there is a very good possibilty that lesser hands will call your bet. In this situation you also need to be asking yourself will this be checked to me despite my being beat? There are a wide range of hands he could have that have you beat and he isnt likely to stick around without an A, K or diamond.

Value bet when there is a reasonable chance you have the best hand and a good chance that worse hands will call.