The Craik and Lockhart model, developed by psychologists Endel Tulving and Robert Lockhart in the 1970s, focuses on the levels of processing theory in memory. It suggests that the depth of processing affects how well information is remembered. Shallow processing, such as focusing on physical features, leads to weaker memory retention, while deeper processing, like semantic understanding, enhances recall. This theory contrasts with the traditional multi-store model of memory, which divides memory into distinct stages. Instead, the Craik and Lockhart model emphasizes that memory is a continuous process influenced by the nature of the information being processed.