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If you go 3xbb, you can get 4+ callers as they are all happy to see a flop w/hand like 76+, any low PP, crap like Q9s, A-rag (which is what we want folding).
If you're getting 4+ callers, you can probably raise slightly more.
I don't think it is right to say that you want worse hands to call. I think this is bad thinking.
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If we open larger than 4xbb, we kinda telegraph our hand... Too small and we can get a bunch of callers that can hit 2 pair or better on the flop.
...Which is why there's no clear, definite answer to the original question and people much smarter than me can't always agree on the answer.
NLH:TAP has a great section on raising amounts and things to take into account.
As a general rule, I think it is better to have a bigger pot with a bigger hand. The best and easiest way to do this is to raise more.