Endel Tulving is a prominent Canadian psychologist known for his groundbreaking work in the field of memory. He introduced the concepts of episodic memory and semantic memory, which distinguish between personal experiences and general knowledge. His research has significantly advanced our understanding of how memories are formed, stored, and retrieved. Tulving's contributions have influenced various areas, including cognitive psychology and neuroscience. He developed the Tulving's model of memory, which outlines different types of memory systems. His work has paved the way for further studies on memory disorders and the cognitive processes involved in remembering and forgetting.