Unitary elastic means that elasticity is equal to 1. In case of price elasticity of demand, e = 1 implies that the percentage change in quantity demanded is equal to the percentage change in price of the commodity. Demand Elasticity is obviously negative. Elasticity = percentage change in quantity demanded / percentagechange in price. Even though perfect real life examples would be tough to list, a close example can be a 1$ increase in price of a good leads to a unit fall in its quantity demanded.