AA in 10/20 at Taj - lay it down or call and cry?

[chillrob]

OK, my first post looking for advice here, and I don't want it to come off like a bad beat story, I really just want to know how often I should be paying off when almost certain I am beat.

10/20 limit at the Taj Majal in Atlantic City. My first time playing in this game, which is looser and not as aggressive as the 10/20 games I have played at the Borgata. Villian is a man in his 60s who seems not to play very well and is pretty loose.

Pick up AA in early-mid position. 3 or 4 to the flop including one or two cold callers and one either limp caller or caller in the blind, can't remember which (definately one player before me and 1 or 2 after).

Flop is 7JJ (no flush draw) - early or blind position, bets, I raise, the later 1 or 2 players fold. Turn is a 2 I believe, or at least some card smaller than a 7. Checked to me and I bet, bet called by early position player.

River is a 7, and early position bets out into me. Is this even worth a call here?

Rob