[Update: Based on the hints provided by @zcn and @whacka, I believe I have found a solution. See my answer below.]
Below, $R$ is a commutative ring with $1$.
In John J. Watkins' Topics in Commutative Ring Theory, the author observes that if $a$ and $b$ are associates in $R$, then they generate the same ideal: $(a) = (b)$. This is clearly true, because $a = ub$ and $b = va$ for some units $u$ and $v$, and so $a \in (b)$ and $b \in (a)$, whence $(a) \subset (b)$ and $(b) \subset (a)$. Indeed, we didn't even require $u$ and $v$ to be units to reach this conclusion.
The author then claims that if $R$ is not a domain, then the converse may not be true: we may have $(a) = (b)$ even if $a$ and $b$ are not associates. As a "counterexample" he gives $R = \mathbb{Z}/(6)$, with $a = 2 + (6)$ and $b = 4 + (6)$. Clearly these elements generate the same ideal: $(a) = (b) = \{0, 2 + (6), 4 + (6)\}$. The author asserts that $a$ and $b$ are not associates, but this is false: $5 + (6)$ is a unit, and $(2 + (6))(5 + (6)) = 4 + (6)$, so $a$ and $b$ actually are associates.
I figured that the author botched the example but that surely the basic fact must be true: if $R = \mathbb{Z}/(n)$ then there may be nonassociates $a,b \in R$ with $(a) = (b)$. However, I was not able to find a counterexample and eventually resorted to writing a computer program and found that there are no counterexamples in $\mathbb{Z}/(n)$ for $n \leq 100$.
So now I'm starting to think that there is no counterexample in $\mathbb{Z}/(n)$ at all, but I have not yet been able to prove this.
My questions:
If I am correct that $(a) = (b)$ in $\mathbb{Z}/(n)$ implies that $a$ and $b$ are associates, I would appreciate a nudge in the right direction toward a proof. (But if the proof is elementary, please give only a hint, not a solution :-) I'll post my solution once I have one.
In either case, could you please point me to a genuine counterexample? If there is one in $\mathbb{Z}/(n)$ for some $n$, that would be ideal (no pun intended), otherwise a counterexample in any commutative ring with $1$ would be great.