NL50, JJ w/o read

[starkwired]

Poker Stars - No Limit Hold'em Cash Game - $0.25/$0.50 Blinds - 6 Players - (LegoPoker Hand History Converter)

Hero (SB): $78.15
BB: $18.85
UTG: $29.25
MP: $38.90
CO: $30.00
BTN: $49.75

Preflop: Hero is dealt J[img]/images/graemlins/diamond.gif[/img] J[img]/images/graemlins/heart.gif[/img] (6 Players)
UTG folds, MP calls $0.50, CO checks, <font color="red">BTN raises to $3.00</font>, <font color="red">Hero raises to $10.00</font>, BB calls $9.50, 3 folds

Flop: ($24) Q[img]/images/graemlins/spade.gif[/img] 6[img]/images/graemlins/heart.gif[/img] A[img]/images/graemlins/spade.gif[/img] (2 Players)
Hero checks, BB checks

Turn: ($24) 2[img]/images/graemlins/club.gif[/img] (2 Players)
Hero checks, BB checks

River: ($24) K[img]/images/graemlins/club.gif[/img] (2 Players)
Hero checks, <font color="red">BB bets $3.00</font>, Hero folds

Pot Size: $27.00 ($1.20 Rake)

I was never really sure what to do here. Cold call is scary, but villain could just be terrible. I didn't think he would fold for the rest of his chips no matter what. Thoughts?