QJ hand for review and "punished aggression"

[absentx]

This is a hand from a recent 1-2 game on UB, this hand kind of ties into my theory of "punished aggression"

This is a normal table, with no maniacs, mix of aggressive/passive

I am in the cutoff with QJ of spades

Big blind plus one and two other people see the flop with no raises

Flop comes: 9s Jh 3c

EP bets, every one calls but I raise to take control and eliminate players
everyone folds except EP and me

Turn comes: 2c

EP checks, I bet, EP calls

River comes: 6h

Board: 9s Jh 3c 2c 6h


EP checks, I bet, EP calls

on the showdown EP turns over KJ so I lose the hand
My thought here is that I was "punished" for my aggression, I tried to command with my semi alright hand and backed a player with an equally mediocre hand into a "check and call" mode, and I keep feeding him money because he is giving me no reason to doubt that my hand is the best.

How do you play this?