River c/c or thin value bet??

[Super Villain]

I was playing at Ameristar in St. Charles MO and ran into a tricky situation.

I had just arrived at the table so I do not have many reads on most players// a couple are regulars there whom I recognized (not involved in this hand however) As always the table was playing very loose passive (as most live casino 3/6 games usually do.)

I am dealt J [img]/images/graemlins/spade.gif[/img]J [img]/images/graemlins/club.gif[/img] in the sb. There are 5 limpers to me and I raised everyone calls and the flop is a delightful
J [img]/images/graemlins/heart.gif[/img]3 [img]/images/graemlins/heart.gif[/img]5 [img]/images/graemlins/club.gif[/img]
I lead out and get 3 calls.
turn falls 7 [img]/images/graemlins/diamond.gif[/img] I bet again and get the pot heads up.
river is 4 [img]/images/graemlins/heart.gif[/img]
hero...

I am also open to suggestions about my play on the flop. Do i chech raise to thin the field, or just build a big pot w/ my monster. My main fear is that no one will bet and i will have missed an oppurtunity to get $$ in the pot.

As always thanks in advance any help is appreciated.