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?

[wtfsvi]

I think he will feel more embarassed if you check behind. Then he will think he could have bluffed you out, and that will bring out even more bluffing from him, which is a good thing.

EDIT: Why are you checking behind on the flop? To induce a bluff? That's kindof risky with AQ-high..

[PokerFink]

So you're saying that if you bet and he raises, you will call. That takes tremendous moxie, but if you are confident enough in your read to do that, and you think that villian will check/raise a second time on a pure bluff, then go ahead and do it. Get value for your A-high. God knows I've made some ridiculous calls with A-high before and been right.

[Malachii]

I would never raise AQo under the gun.

[synthtrance]

why not?