There are those who knows how to read if you are bluffing or not but there are also those who are very good in bluffing. If am holding a very bad card I would rather fold than play with it and lose more in the process. I am not good in bluffing. Maybe there are those who are good with it and gets away with it so the answer to topic is it depends if you are good at it and how much you want to risk.
It is actually an art as well to bluff because many time experienced people can recognize if other person is bluffing or not. But their are people who are also an expert in bluffing as if no body can know as well if they are bluffing or telling truth. Only practice over some time can make somebody so good at it.