More and more research is showing how different environments can lead to greater or lower creative skills. The purpose of this concept paper is to introduce a novel application of the optimal-level of arousal model that could address inconsistencies present in the literature. After introducing possible definitions of creativity, I discuss the optimal-level of arousal theory and how considering the "arousal" and "mood changing" potentials of contexts could enlighten findings related to inter-individual differences, domain-specificities, developmental aspects, and gender differences. Among other things, this model will clarify the factors influencing motivation to display creative skills which could improve the external validity of creativity studies. Examples of the kinds of hypotheses that can be tested by applying this model in future creative studies will also be proposed.