Endel Tulving was an Estonian-born Canadian experimental psychologist and cognitive neuroscientist. In his research on human memory he proposed the distinction between semantic and episodic memory. Tulving was a professor at the University of Toronto. He joined the Rotman Research Institute at Baycrest Health Sciences in 1992 as the first Anne and Max Tanenbaum Chair in Cognitive Neuroscience and remained there until his retirement in 2010. In 2006, he was named an Officer of the Order of Canada (OC), Canada's highest civilian honour. A Review of General Psychology survey, published in 2002, ranked him as the 36th most cited psychologist of the 20th century