theory question: how much do you raise the River as a bluff?

[fooz]

So bluff raising (and bluff check raising) the river really isn't part of my arsenal. I'm interested in what spots you do this.

First, I'm guessing in general it needs to be against reasonable, thinking players - since the fish are too dumb usually to lay it down. What specific types of reads encourage you to bluff the player?

Second, how much do you raise? Take the following example, where I make a bad River bet for 1/3 the pot that looks like either a bluff or a blocker.

http://forumserver.twoplustwo.com/showfl...=0#Post12525798

If you are the villain, do you make a raise for the size of the pot? More? Less? Just assume very deep stacks, if you don't want to review the hand itself.