This is a situation when it becomes villain-dependent. In my experience, I've seen in-position villains call big preflop raises from UTG with KQ, QQ and nonsense hands like 3x. And I've seen in-position villains raise the flop with Kx, middle pocket pairs, and 3x (assuming rainbow flop). Knowing the villain is a big deal here. Hero notes that the villain in LAG, so the play is to call and let him keep betting. If he has the 3x, then such is life, but there are so few 3x combos versus so many Kx and pocket pairs combos to justify calling. And if hero notes that villain is loose-agg AND sticky, or a loose-agg AND a gambler, then re-raising/shoving is the play either on the flop or a safe turn. This has worked for me.
But if villain is the LAG type that never raises, or usually raises small but now raises huge, alarm bells should be ringing here and the play is to call and proceed with extreme caution with a hand that is now a bluff-catcher instead of a premium-made.
In a vacuum, though, if there isn't enough info on the villain, then it's still a call on the flop, and try to get to showdown cheaply.