I had this experience last night. 2/5 game, very loose/splashy/gambly in general. V in question is usually very tight and doesn't get out of line.
I open to $30 with K
Q
2 callers
Flop comes queen high, one
. I bet $75, V x/c quickly.
Turn is a
. I bet $165, V x/c quickly.
River is a Q (board Q-8c-4-9c-Q). V shoves for $400. I don't really think V has it in him to bluff this river. He really can only have A-Q to make this play. I think he checks 98% of his range (including J-10 because the board paired) and jams with AQ (1%) and pure bluffs (the other 1%). I tanked and folded face up.
He quickly mucked (which made me think he was actually bluffing) and claimed he had me out-kicked. Then another player at the table who was not involved in the hand quietly told me that they had folded the case Q. I don't think he actually heard that conversation as he is hard of hearing but he maintained that had AQ even when he left for the night and cashed out. But even without that information, I feel like he lied to me even then. He tried a little too hard to look me right in the eye when he said it.
So I got bluffed off three queens in a pretty big pot and most of the table knows it.
Later that night, two other players ran big bluffs against me later (including a check-raise all-in on the river that made no sense) and I snapped them both off.
So I think that it actually yielded positive results. I also tend to be a bit of a station on the river so I don't mind when people bluff me. For me, it worked out but I rarely ever show my cards unless I think I have a winner.