Players using my style against me

[beekeeper]

Everyone at my local game (correctly) figures me for a player capable of laying down big hands when I think I'm beat. They also assume (incorrectly) that I always play my big pairs fast preflop. These 2 reads on me have gotten me in trouble on the river a couple of times lately in our weekly tournaments.

On one occassion I held pocket Jacks which I bet strongly on each round, then an Ace fell on the river. I was pretty sure that my opponent had KQ, but he moved all in, putting me all in. I folded.

Later, I had AK, paired my king on the flop, bet aggressively, and caught an Ace on the river, giving me top two pairs. The same opponent pushed all in and I called. He had QJ (turn card was a 10) for a straight. At each point in the hand I greatly overbet the pot, trying to push this player out.

I read on Caro's sight that you should sometimes call with top pair on the river when the board is scary just so other players know you are willing to. Does that work? How do I choose the moment to do something like this? Can I exploit my opponents' assumptions about my play against them (as they are now doing against me?)

Thanks for any help.