AQhigh, facing a bluff

[norwegian_viking]

1/2NL full table (10) Ladbrokes

Hero utg with AQo makes it 8$, just BB calls
hero ( 240dollars) villian (440dollars)
villian is a proud player, doesnt like to show a hand, dosnt like to show weakness, aggressive, if hes in a pot he takes it down too often.

Flop comes J J 2
villian check, i check behind.

Turn comes 4 (makes it 4different suits)
villian check. I bet 10$. Villian takes hes time and raises to 50$. I take some time and i decided to call.

River comes another J. (pot is 106$)
Villian check. me?? im 95% sure that i have the best hand.
is it smart to bet here in a hope to get a another bluff raise from villian? if i bet like 15-20, villian has 2options FOLD, or RAISE. if he fold he would feel embaressed i think, and i KNOW he hates that.
Thoughts?