Multimodal large language models (MLLMs) face an inherent trade-off between faithfulness and creativity, as different tasks require varying degrees of associative reasoning. However, existing methods lack the flexibility to modulate this reasoning strength, limiting MLLMs' adaptability across factual and creative scenarios. To bridge this gap, we propose equipping MLLMs with mechanisms that enable flexible control over associative reasoning. We begin by investigating the internal mechanisms underlying associative behavior in MLLMs and find that: (1) middle layers play a pivotal role in shaping model's associative tendencies, (2) modifying representations in these layers effectively regulates associative reasoning strength, and (3) hallucinations can be exploited to derive steering vectors that guide this modulation. Building on these findings, we introduce Flexible Association Control (FlexAC), a lightweight and training-free framework for modulating associative behavior in MLLMs. FlexAC first induces hallucination-guided intermediate representations to encode associative directions. Then, it selects high-association instances to construct effective associative steering vectors, whose strengths are adaptively calibrated to balance creative guidance with output stability. Finally, recognizing the multi-dimensional nature of associative reasoning, FlexAC incorporates task-specific associative vectors derived from a forward pass on a few target-domain samples, enabling models to follow diverse associative directions and better adapt to creative tasks. Notably, our method achieves up to a 5.8x improvement in creativity on Creation-MMBench and a 29% reduction in hallucination rate on CHAIR, surpassing existing baselines and demonstrating its effectiveness in enabling flexible control over associative reasoning in MLLMs. Our code is available at https://github.com/ylhz/FlexAC.