[Tryptamean]

I think wunderkind's thoughts are pretty spot on. I used to feel obligated to always follow through, but that is clearly incorrect.

THe board texture is most important when deciding whether to follow through or not. Your opponent is most important when deciding whether or not you semi-bluff at all.

When the river does not complete my draw, I ask myself how likely it is that my opponent also called with a draw that beats me. Obv I'm more inclined to bet in this case. I will also ask myself if any other draws were completed (like 3flush came when I semi bluff my oesd). This will make it more difficult for him to call with a weak hand.