Is this why I still play 10/20?

[Nietzsche]

UTG is 40/15/2. I've only been at the table for an orbit and we are unknown to each other.

Party Poker 10/20 Hold'em (6 max, 6 handed) FTR converter on zerodivide.cx

Preflop: Hero is Button with J[img]/images/graemlins/spade.gif[/img], J[img]/images/graemlins/heart.gif[/img].
<font color="#CC3333">UTG raises</font>, <font color="#666666">2 folds</font>, <font color="#CC3333">Hero 3-bets</font>, <font color="#666666">2 folds</font>, <font color="#CC3333">UTG caps</font>, Hero calls.

Flop: (9.50 SB) K[img]/images/graemlins/heart.gif[/img], 4[img]/images/graemlins/heart.gif[/img], 3[img]/images/graemlins/club.gif[/img] <font color="#0000FF">(2 players)</font>
<font color="#CC3333">UTG bets</font>, Hero calls.

Turn: (5.75 BB) Q[img]/images/graemlins/heart.gif[/img] <font color="#0000FF">(2 players)</font>
<font color="#CC3333">UTG bets</font>, Hero calls.

River: (7.75 BB) 8[img]/images/graemlins/heart.gif[/img] <font color="#0000FF">(2 players)</font>
<font color="#CC3333">UTG bets</font>, <font color="#CC3333">Hero raises</font>, <font color="#CC3333">UTG 3-bets</font>, Hero calls.

Final Pot: 13.75 BB

I raised thinking I could fold to a 3-bet then started second guessing myself. Is this a lower heart/complete bluff/overplayed set often enough?

Is it better to just call to avoid this situation? Or is it all about discipline?