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Bryce,

I'm confused when you say they are separate events.

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The reasons we call or fold if we get raised on the river are completely unrelated to the reasons why we bet (how often we're raised by a better hand is a consideration, but betting is still easily the best play here).

As for the other part, the short answer is: "yes". Remember that betting is for value in relation to how often he will call us with a worse hand and calling a bet is concerned with how often we have a better hand in relation to the size of the pot. If I expected him to check behind with a pair often and raise as bluff only sometimes it is still possible for both the bet and the call to be correct (101 stuff, I know, but hopefully that'll give you an idea of what I mean by "independent").