Full House on Flop Turns Nasty

[Wolffink]

I wonder about this. I've heard that you should pot it on the flop to try to make people with a sole 8 pay to play. But then it seems like a perfect stealing opportunity for Villains in late position when high cards come later on the turn and river.

For example:

Hero [Ah, 3h, 8s, 4s]

Flop 8 8 3 Rainbow

Hero pots it on the flop, two callers.

Turn: [J]

Hero bets 2/3rds the pot. One fold. Villain raises pot. Hero calls.

River: [K]

Hero checks. Villain raises pot.

Fold? Or crying call?

Should hero reraise the turn? Make a lead out bet on the river and fold if raised?

This situation bothers me because I don't normally put my whole stack at risk with an underfull, but it seems easy to do here to call down Villain.

I'm convinced I have the top hand (usually) on the flop. And come on, Villain expects me to believe the Jack just happened to make him the top house on the turn? Then the river comes, and the only thing I can beat is a bluff.