$0.5/$1 No Limit Holdem
4 players
Converted at weaktight.com
Stacks:
CO ($101.00)
BTN ($123.80)
Hero (SB) ($109.88)
BB ($93.47)
Pre-flop: ($1.50, 4 players) Hero is SB K♥ J♠
CO raises to $4, 1 fold, Hero raises to $14, 1 fold, CO calls $10
Flop: K♠ J♦ J♥ ($29, 2 players)
Hero bets $17, CO calls $17
Turn: Q♣ ($63, 2 players)
Hero checks, CO checks
River: Q♦ ($63, 2 players)
Hero ($78.88)?
Yeah but think about it this way:
1) What is your handrange? You 3-bet preflop so it's not that big and your opponent should know (if he is thinking at all) that a KQJJ bord smacks this range pretty hard. Very often you have a good to excellent hand here and it would be an awful spot to bluff.
2) What is your opponents range? I don't exactly know because you said nothing about him at all. But usually people call with a lot of broadway cards or smaller pairs. If he has a small pair, he sometimes folds this flop but if he doesn't he checks the turn to get to showdown (reasons given above). Besides that, this is a board that hits his 3-bet calling range too, so don't be fancy and go for the c/r, that might just scare him away because it looks stronger than barreling turn and river. And if he has Kx, QT, or sth like this (marginal SD value with maybe some kind of draw) he will take the free one again instead of betting, so you lose one round of betting.
Cliffnotes: If it's unlikely that he will bluff a board and he might have some kind of hand, just bet yourself.
I'm one level ahead of you, yoghi 
Because you are thinking about 2) first, i am thinking about 1) first and what I can represent to get you to fold/call.
