A7, turn semibluff gets called, now river
 

villain is 31/18/1.5. i think the turn semibluff is bad, but now that i did it what's my plan here?

PokerStars 2/4 Hold'em (5 handed) Hand History Converter Tool from FlopTurnRiver.com (Format: 2+2 Forums)

Preflop: Hero is BB with 7[img]/images/graemlins/heart.gif[/img], A[img]/images/graemlins/club.gif[/img].
<font color="#666666">2 folds</font>, <font color="#CC3333">Button raises</font>, <font color="#666666">1 fold</font>, Hero calls.

Flop: (4.50 SB) J[img]/images/graemlins/diamond.gif[/img], 6[img]/images/graemlins/club.gif[/img], 5[img]/images/graemlins/diamond.gif[/img] <font color="#0000FF">(2 players)</font>
Hero checks, <font color="#CC3333">Button bets</font>, Hero calls.

Turn: (3.25 BB) 4[img]/images/graemlins/spade.gif[/img] <font color="#0000FF">(2 players)</font>
Hero checks, <font color="#CC3333">Button bets</font>, <font color="#CC3333">Hero raises</font>, Button calls.

River: (7.25 BB) 6[img]/images/graemlins/heart.gif[/img] <font color="#0000FF">(2 players)</font>
Hero ??

Re: A7, turn semibluff gets called, now river
 

This is a tough spot as your hand still has some showdown value against something like A3 or K7. Nevertheless, I lean toward check-fold, hoping that the 6 pairing makes your hand look like a screwplay and freezes loose bluffs or thin value-bets. If you do invest a bet, I'd probably rather do it by betting than check-calling as there's some chance you can fold out something like A8 or another A7 and I think check-calling after the turn action looks weak from a metagame standpoint. I'd rather not show my hand at all or show down the bluff than go it sort of half-assed.