[Freudian]

There is nothing to block against (unless you believe an Ace with a better kicker checks twice on a relatively harmless board).

I see it as a question of how to best get paid off here. Either by betting (representing a bluff) or by checking (inducing a bluff). Most of the players I encounter are so passive that if they have checked twice, they most likely won't mind checking the river. I think there is a bigger chance of someone with a worse hand calling by bet than them bluffing.