Actually, if you're sure the JJ's are ahead of his range and confident the board didn't hit him (say the flop is 852r), you usually don't want to ch/r, it's too strong, he'll fold (well, he ought to, but if he's a bad player you could try). Betting out looks less strong than a ch/r - and when you bet out, he may raise you
.
I don't want to give the impression that I think you should ALWAYS 3bet and NEVER cold call. I do cold call occasionally - but it's very occasionally.
What I want is to be able to take the initiative - that's why my default is to 3bet. imo, cold calling is usually (not always) the wrong thing to do because you're leaving the initiative with the opener. Also, cold calling usually (not always) means you are depending on the flop to make your hand - and you miss the flop the majority of the time, so the majority of the time you wasted money.
Now, if you're confident you can take the initiative away after the flop, say because:
1. the opener is a lagtard who 3barrels (i.e., cbets flop, turn, and river) with air,
2. you have a strong hand relative to his opening range,
3. you're in position (my example of JJ in SB was intentional, I wanted the example to be oop),
4. everyone left to act is extremely likely to fold,
and 5. you plan to steal initiative (by raising) either on the flop or the turn
then cold calling is preferable - you'll extract more value in this situation by cold calling.
P.S. Roundcat, thanks for your nice comments!