My instinct is to raise here - assuming cash game and stacks permit and villain has no previous history that scares you (eg table bully). Lets say you have 77, the raise may take the pot there or will hold back his future betting if he calls. You then have control of the pot. If a seven comes on turn you're laughing, if an A and he bets you can get out, if a 4 and he checks a bet will usually win and so on.
The problem I have with the call is that he is likely to bet the turn. What do you do when an 8,9,T,J,Q,K,A falls and he bets?