DJ Sensei had a good post a while back about advertising. The general idea is that early in a match, especially when heads up, you might make an extra aggressive play in the hopes of convincing your opponent you are a maniac for the rest of the match. These aren’t the best examples, but here are three river bets made, in this order, against the same opponent over the course of two days.
I’m not going to comment on every street because I play this guy a lot and it’s not impossible that he might find this post. But you can see how the results of each affects his decision in the next.
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Seat 0: Villain ($8273.25) – 
Seat 1: Hero ($9856.50) – 
– 
PRE-FLOP:
Hero posts small blind $25
Villain posts BIG blind $50
Dealt To: Hero
RAISE Hero ($150)
RAISE Villain ($525)
CALL Hero ($525)
FLOP:
Pot: $1200
CHECK Villain
BET Hero ($575)
CALL Villain ($575)
TURN:
Pot: $2350
CHECK Villain
BET Hero ($1250)
CALL Villain ($1250)
RIVER:
Pot: $4850
CHECK Villain
BET Hero ($3500)
CALL Villain ($3500)
SHOWDOWN:
Hero:
Villain:
Villain collected $11699.5 from main pot with two pair, kings and fours
SUMMARY:
Total pot: $11700 Rake: $.50
Final Board:
Seat 1: 8h Ks Qs 4c 4d: a pair of fours. – Net Gain/Loss: ($-5975)
Seat 0: Kd Ks Qs 4c 4d: two pair, kings and fours. – Net Gain/Loss: ($5849.5)
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Seat 0: Hero ($10199.75) – –
Seat 1: Villain ($8219) –
PRE-FLOP:
Hero posts small blind $25
Villain posts BIG blind $50
Dealt To: Hero
RAISE Hero ($150)
RAISE Villain ($525)
CALL Hero ($525)
FLOP:
Pot: $1200
CHECK Villain
BET Hero ($675)
CALL Villain ($675)
TURN:
Pot: $2550
CHECK Villain
BET Hero ($1500)
CALL Villain ($1500)
RIVER:
Pot: $5550
CHECK Villain
RAISE Hero ($7499.75)
CALL Villain ($5519)
UNCALLED Hero ($1980.75)
SHOWDOWN:
Hero:
Villain:
Hero collected $16437.5 from main pot with straight, six high
SUMMARY:
Total pot: $16438 Rake: $.50
Final Board:
Seat 0: 5s 6s 2d 3s 4c: straight, six high. – Net Gain/Loss: ($8093.5)
Seat 1: Kh As 6c 4c 8c: ace high. – Net Gain/Loss: ($-10199.8)
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Seat 0: Villain ($4983) –
Seat 1: Hero ($10129.75) – –
PRE-FLOP:
Hero posts small blind $25
Villain posts BIG blind $50
Dealt To: Hero
FLOP:
Pot: $75
TURN:
Pot: $75
RIVER:
Pot: $75
Hero collected $4249.5 from main pot
SUMMARY:
Total pot: $4250 Rake: $.50
Final Board: