Betting the river against morons

[joeg]

Pacific $0.50 - $1.00, I'm just getting used to how bad these players are and am wondering about how to play top pair on the river when a scare card hits, for example I held A [img]/images/graemlins/diamond.gif[/img]J [img]/images/graemlins/diamond.gif[/img] in early position and raise $0.50, the flop comes

7 [img]/images/graemlins/club.gif[/img] T [img]/images/graemlins/spade.gif[/img] J [img]/images/graemlins/spade.gif[/img]

I bet and get 3 callers, the turn is 6 [img]/images/graemlins/club.gif[/img] and its checked to me again, I bet again and get 2 callers, the river is 9 [img]/images/graemlins/spade.gif[/img]. This fills a lot of straight and flush draws so I check and both players check behind me, one of the players shows pocket threes and he would most likely have called a bet here. I think the check call is the correct play here when your against reasonable players but against players who will call any piece of the board should I bet regardless of how scary the river card is?