I know that when I'm semi-bluffing, I like getting called (or even folded to), but don't particularly like getting raised. If I am raised, I may call, fold or push depending on my read of the player, their stack size, how close we are to the bubble (if a tournament) and how lucky I am feeling (I don't feel lucky that much, but every once in a while things seem to go my way more often than not).
Note - I define being lucky as having the odds
(that are usually in my favor) actually hold. Most of the time I'm competing against that one unlucky card that inevitably falls on the river.