Zenbitz has the right idea

The turn can often be where you set the noose. In some situations that become more frequent after loosening a table, I allow my opponent to feel ahead if they want to when I'm very strong, and then hit the river hard if it's the right kind of card. I see a lot of wasted value by people who don't prime their loose (or loosened) opponent (See LAG) to call a big bet. They just bet $4 on the flop, bet $6 on the turn, bet $6 on the river. They give their drawing opponents odds, and their loose opponents reasonably cheap showdowns. Boooooring. I have been known to check the turn behind if I can put them OFF a draw, and slam the river blank for like $25 to seem like I was the one drawing and missed. Sieze every opportunity to extract large chunks. They are there.

If you can put a loose opponent on a weaker kicker, or top pair when you have trips or two pair, then don't miss out on the value that exists in that situation. The trick is to put the opponent OFF or ON a draw. It's so important. It sets up everything else from the flop on. I think a large amount of mistakes are a DIRECT result of not pinpointing which opponents are drawing strong, and which ones are not. Sometimes giving a free or cheap card is just what the doctor ordered. Seems weird, but it can actually increase your implied odds.

Just make sure when you're giving free or cheap cards in the name of deception, they're not likely to hurt you. Zenbitz is right on. If a player seems solid, then erratic can mean very strong.