More sidewall and at lower psi should help the ride a little. Try 30 psi and go from there (up & down) to find a ride quality your comfortable with and that work with your load rating (ie: higher load rating = stiffer sidewall and might work better with lower pressures).
I ran 30 psi rear and 32 psi up front with 315/70r17s. That's about the same amount of sidewall you'd be running with 37's. A little firm, but not harsh. Those #'s gave me the best compromise between ride quality & gas mileage. I also run bilsteins.
08 Unlimited: Lift, Wheels, Tires, Winch ... and an ever shrinking bank account
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