One pair on a flushy board, somewhat deep

[ddubois]

BB is Dofnsman43, he seems like a TAG regular, heavy on the 'AG' at 22/19/4.4.

Poker Stars, $2/$4 NL Hold'em Cash Game, 5 Players
LegoPoker Hand History Converter

CO: $559.10
BTN: $64
Hero (SB): $1,010.70
BB: $646.45
UTG: $285.60

Pre-Flop: A[img]/images/graemlins/diamond.gif[/img]7[img]/images/graemlins/diamond.gif[/img] or T[img]/images/graemlins/diamond.gif[/img]T[img]/images/graemlins/spade.gif[/img] or Q[img]/images/graemlins/diamond.gif[/img]J[img]/images/graemlins/diamond.gif[/img] or A[img]/images/graemlins/diamond.gif[/img]J[img]/images/graemlins/diamond.gif[/img] or Q[img]/images/graemlins/diamond.gif[/img]Q[img]/images/graemlins/spade.gif[/img] or A[img]/images/graemlins/diamond.gif[/img]A[img]/images/graemlins/spade.gif[/img] dealt to Hero (SB)
3 folds, <font color="red">Hero raises to $14</font>, BB calls $10

Flop: ($28) 2[img]/images/graemlins/club.gif[/img] 7[img]/images/graemlins/heart.gif[/img] J[img]/images/graemlins/heart.gif[/img] (2 Players)
<font color="red">Hero bets $21</font>, <font color="red">BB raises to $68</font>, Hero calls $47

What would cause you to 3-bet now, rather than "call and re-evaluate"? My "call and re-evaluate" seems to be a lot like "call and fold later" lately, and I feel like I'm hemorrhaging money with this tactic.

Turn: ($164) 5[img]/images/graemlins/spade.gif[/img] (2 Players)
Hero checks, <font color="red">BB bets $104</font>, Hero calls $104

My downswing has gone on for so long now, I am lost so often. I no longer have any game sense, and have no feel for what the difference is between these one pair hands. Like, is he really stacking off 140bb with a jack? He range 'should be' draws and sets, right, since that board doesn't lend itself to 2-pair at all. So how big of a pair do I need to CRAI? How big of a pair should I have to "call one more time and re-evaluate some more"?

River: ($372) 5[img]/images/graemlins/club.gif[/img] (2 Players)
Hero checks, <font color="red">BB bets $294</font>, Hero folds

I don't know why he's saving the last $79.