Purpose: Industrial robots allow manufacturing companies to increase productivity and remain competitive. For robots to be used, they must be accepted by operators on the one hand and bought by decision-makers on the other. The roles involved in such organizational processes have very different perspectives. It is therefore essential for suppliers and robot customers to understand these motives so that robots can successfully be integrated on manufacturing shopfloors. Methodology: We present findings of a qualitative study with operators and decision-makers from two Swiss manufacturing SMEs. Using laddering interviews and means-end analysis, we compare operators' and deciders' relevant elements and how these elements are linked to each other on different abstraction levels. These findings represent drivers and barriers to the acquisition, integration and acceptance of robots in the industry. Findings: We present the differing foci of operators and deciders, and how they can be used by demanders as well as suppliers of robots to achieve robot acceptance and deployment. First, we present a list of relevant attributes, consequences and values that constitute robot acceptance and/or rejection. Second, we provide quantified relevancies for these elements, and how they differ between operators and deciders. And third, we demonstrate how the elements are linked with each other on different abstraction levels, and how these links differ between the two groups.