It is a common oversight to assume that generally - as in domains - associates are unit multiples. To help remedy this, on earlier math forums I often cited the little-known below $2004$ survey $[1]\, $ (cf. sci.math $\text{Oct 15, 2008}$ in google groups and Ask an Algebraist 2008, and mathforum, etc). It contains a few simple counterexamples, excerpted below. The first two appeared in a seminal $1949$ paper $[2]$ by Kaplansky on Hermite rings. The third (mentioned by Fletcher $1969\ [3])$ employs a ring with a pair of universal associates $\,x\sim xy\:$ (so $\,xy\mid x,\,$ say $\,xyz = x)$. Fletcher gave no proof. Below we give a couple proofs (which easily extend to any commutative ring $D$, cf. 2nd $(2)$ below).
Theorem $ $ If $D$ is a domain, and $\,x,y,z\,$ are the images of $\,X,Y\!,Z\,$ in $D[X,\!Y\!,\!Z]/(X\!-\!XYZ)$ then $\,xy\sim x\,$ but $\,xy\neq xy_1\,$ for any unit $\:\!y_1,\,$ i.e. $\:\!xy\,$ is not a unit multiple of its associate $\:\!x$.
Proof $\ x = xyz,\,$ so $\,x\mid xy\mid x,\,$ so $\,x\sim xy.\,$ Assume $\,xy_1 = xy,\,$ so $X\!-\!XYZ\mid XY_1\!-\!XY\:\!$ so cancelling $X\Rightarrow\,1\!-\!YZ\mid Y_1\!-\!Y,\,$ which means $\,\color{#0a0}{Y_1 = Y + (1\!-\!Y\color{darkorange}Z)\:\!H},\,$ for some $\,H,\,$ so
$$\begin{align}
y_1\:\!\ {\rm unit}\iff (1)=(y_1) \iff&\ (1) = (\color{#0a0}{Y_1},\,X\!-\!XYZ)\ \ \ {\rm in}\,\ D[X,\!Y\!,\!Z]\\[.4em]
{\rm If\:\!\ so,\ eval\ at}\,\ X\!=\!0,\,\color{darkorange}Z\!=\!\color{#0a0}Y\ \Rightarrow\: &\ \color{c00}{(1)} = (\color{#0a0}{Y\!+\!(1\!-\!Y^2)\:\!\color{#0cf}H})\,\ {\rm in}\:\!\ D[Y]\\[.4em]
{\rm thus}\:\!\ {\color{#c00}{\deg}_{\:\!Y^{\phantom{|^.}}\!\!\!} \color{#0a0}{Y_1} = 0},\ {\rm so}\,\ \color{#0cf}H\!=\!0\, \Rightarrow\: &\ (1) = (0)\:\!\ {\rm by\ eval\ above\ at}\ \color{#0a0}Y\!=\!0\ \Rightarrow\!\Leftarrow
\end{align}\qquad\quad\ $$
by $Y_1$ unit in $D[Y]\Rightarrow \color{#c00}{\deg} Y_1 = 0\,$ by here, by $D$ domain. [Alternatively: eval at $\:\!X\!=\!0\:\!$ shows $Y_1$ is a unit in $D[Y,Z]$ so constant, i.e. $Y_1\in D\,$ (by prior link). But $Y_1 = Y\!+\!(1\!-\!YZ)H\:\!$ is not constant since: $ $ if $\:\!H\neq 0\,$ then $\,\deg_Z Y_1 = 1\!+\!\deg_Z H \ge 1,\,$ else $H=0\,$ so $\,Y_1 = Y\not\in D\:\!$].
Below are said three counterexamples excerpted from $[1]$.
Notation: $\,a\sim b\,$ means $\,a,b\,$ are associates, and $\,a\approx b\,$ means they are unit multiples.



Beware in general rings there are a few different interesting notions of "associate", e.g.
- $\ a\sim b\ $ are $ $ associates $ $ if $\, a\mid b\,$ and $\,b\mid a$
- $\ a\approx b\ $ are $ $ strong associates $ $ if $\, a = ub\,$ for some unit $\,u\ \,$ (a.k.a. unit multiples)
- $\ a \cong b\ $ are $ $ very strong associates $ $ if $\,a\sim b\,$ and $\,a\ne 0,\ a = rb\,\Rightarrow\, r\,$ unit
See $[1]$ for much further discussion. See also the survey linked here for the effect that this bifurcation has on the notion of unique factorization ring and related matters.
$[1]\,$ D.D. Anderson, M. Axtell, S.J. Forman, and Joe Stickles
When are Associates Unit Multiples?
Rocky Mountain J. Math. Volume 34, Number 3 (2004), 811-828.
$[2]\,$ I. Kaplansky. Elementary divisors and modules, Trans. Amer. Math. Soc. 66 (1949), 464-491
$[3]\,$ C.R. Fletcher, Unique factorization rings,
Proc. Cambridge Philos. Soc. 65 (1969), 579-583