In absence of a clear definition of what cultural factors may influence presence, a good approach is to include participants from clearly different cultures. Using Dutch and Chinese participants in our study optimized cultural diversion. Hofstede \citep{Hofstede-Geert:91} provides an empirical framework of culture in which the Dutch and Chinese culture differ substantially.

At the same time, we were interested in distributed interactive media and their influences on the user's feeling of presence. We have entered a new media era: passive television programs become interactive with the red button on your remote control \citep{Bennett-ButtRevoPowePeop:04}. Video games come with many different controlling interfaces such as dancing mats, EyeToy\registered{} cameras, driving wheels and boxing Gametraks\texttrademark{} \citep{Games-Game:05}. The D-BOX\registered{} Odyssee\texttrademark{} motion simulation system even introduces realistic motion experiences, that were originally designer for theme parks, into our living rooms \citep{D-BOX-D-BOMotiSimu:05}. In the vision of Ambient Intelligence \citep{Aarts+Marzano-EverViewAmbiInte:03}, the next generation of people's interactive media experience will not unfold only on a computer or television, or in a head set, but in the whole physical environment. The environments involve multiple devices that enable natural interactions and adapt to the users and their needs.

Distribution is not a new idea for enhancing the entertainment experience. Multichannel surround sound systems distribute sound all around the audience and hence provide a more realistic and natural sound experience. The ambient intelligence \citep{Aarts+Marzano-EverViewAmbiInte:03} concept goes beyond such sound distributions by distributing content through other channels in the user's environment. Each display in the room may show video clips and each lamp may change its color and brightness. Especially intelligent appliances, such as domestic robots, may present synchronized behaviors that give the content a physical body.

However, the influence of embodiment on the user's presence experience seems unclear. On the one hand, embodiment extends the distributed content from an on-screen virtual environment to a physical environment. The physical embodiment improves the content's liveness and fidelity by stimulating more sensors of the user. This might result in an increased feeling of presence \citep{Lombart+Ditton-Hear:97}. On the other hand, the physical embodiment may transfer more attention from the virtual environment to the physical environment. This might break down the illusion of being there and hence would result in less feeling of presence \citep{Freeman+LessiterETAL-IntrPres:01}.

To control interactive content, the user requires interaction devices. A physical embodiment would invite direct manipulation. A robot could, for example, ask the use to touch its shoulder to select an option. Interaction with a virtual on-screen character may favor the use of a remote control. Embodiment in interactive media can therefore not be studied without considering the interaction method. We therefore included two interaction methods in our study.

In this framework of interactive distributed media we defined the following three research questions: \begin{enumerate}

• \item What influence has the user's cultural background on the users' presence experience. \item What influence does the embodiment of a virtual characters have on the users' presence experience? \item Would direct touching the presented content objects bring more presence than pressing buttons on remote controls?

\end{enumerate}